Havas has acquired UK-based experiential agency Bearded Kitten, integrating it into Havas Play UK under the name “Bearded Kitten, part of Havas Play.” The 45-member agency brings expertise in immersive brand activations, design, and production, expanding Havas Play UK’s capabilities to deliver large-scale, award-winning experiential campaigns for global and local clients.
Havas has announced the acquisition of UK-based experiential agency Bearded Kitten, marking a significant move in its strategy to bolster brand experience capabilities within the Havas Media Network UK. The integration brings Bearded Kitten under the umbrella of Havas Play UK, where it will operate as “Bearded Kitten, part of Havas Play,” while retaining its existing location and core team. Founded in 2007, Bearded Kitten has built a reputation for immersive brand activations and experience-led campaigns, serving high-profile clients including Netflix, Unilever, Intuit, L’Oréal, Twitch, and Beavertown, alongside brands already associated with Havas Media Network UK such as Red Bull, Pokémon, Google, and Disney.
The 45-member agency brings specialized expertise in experience design, prop-making, theatrical production, and experiential delivery. Its integration expands Havas Play UK’s brand experience division, creating a combined team of approximately 200 people, reinforcing the network’s commitment to delivering high-impact, immersive campaigns at scale. The acquisition is part of Havas’ broader ambition to consolidate its position in the experiential marketing sector, responding to increasing client demand for campaigns that connect audiences with brands through memorable and interactive experiences.
Leadership continuity is a key aspect of the acquisition. Bearded Kitten’s founder, Barney Sutton, joins the Havas Play UK leadership team as CEO of Bearded Kitten, reporting to Nick Wright, CEO of Havas Play UK. Sutton expressed enthusiasm about the merger, noting that while the agency retains its culture and creative DNA, the scale and resources of Havas Play provide an opportunity to elevate its capabilities further. “From our first conversations with Havas, we knew it was the right fit… We’re still very much Bearded Kitten, the same people and culture, but now with the scale and resources of Havas Play behind us. We couldn’t be more excited for this next chapter!” he said.
Yannick Bolloré, chairman and CEO of Havas, emphasized the strategic importance of the acquisition, highlighting Bearded Kitten’s global reputation in experiential marketing. “Bearded Kitten consistently ranks among the top experiential agencies worldwide… Their creativity, craft and proven track record will help us capitalise on the experiential marketing boom. The acquisition of Bearded Kitten is a statement of our ambition to scale our Havas Play offering globally,” he said. Bolloré’s statement underscores the growing importance of experiential marketing within Havas’ global strategy, where immersive, interactive campaigns are increasingly valued by brands seeking deeper audience engagement.
Patrick Affleck, CEO of Havas Media Network UK & Ireland, added that experiential marketing is witnessing renewed growth, and Bearded Kitten’s addition sets a benchmark for excellence. “Experiential is back in high demand and growth, and Bearded Kitten’s creativity and craft set the benchmark for what best-in-class looks like… This is an exciting new chapter for both them and us as we look to deliver breakthrough work for our clients,” he said. Affleck’s remarks highlight the market-driven rationale for the acquisition: experiential campaigns are not only highly engaging but also increasingly critical in a competitive marketing landscape, providing brands with the ability to craft distinctive, memorable experiences that foster lasting consumer relationships.
Nick Wright, CEO of Havas Play UK, reinforced the operational and creative synergies enabled by the acquisition. He emphasized that experiential marketing has always been central to Havas Play’s offerings and that Bearded Kitten’s award-winning craft and in-house production capabilities will enable the network to scale its experiential solutions further. “Experiential has always been front and centre in our offering, and with Bearded Kitten now part of the team, we can supercharge and scale this even further… With Bearded Kitten’s award-winning experiential craft and robust in-house production capabilities, we can deliver best-in-class brand experiences at the heart of integrated campaigns,” Wright said.
The acquisition also strengthens Havas Play UK’s ability to provide end-to-end experiential solutions, from concept ideation and design to execution and live production. Bearded Kitten’s experience with high-profile clients and complex activations complements Havas Play’s broader marketing capabilities, offering clients seamless integration of creative, media, and experiential components. The move aligns with global trends in marketing, where audiences increasingly seek meaningful, immersive experiences rather than traditional one-way advertising, and brands are investing heavily in campaigns that foster interaction, participation, and long-lasting emotional engagement.
Bearded Kitten’s track record in delivering innovative campaigns underscores its appeal to Havas. The agency’s expertise in prop-making, theatrical production, and experiential design allows it to create highly memorable activations that resonate with audiences across sectors. Its work with streaming platforms, FMCG brands, and entertainment companies reflects versatility and the ability to scale creative concepts across diverse markets. By integrating Bearded Kitten, Havas Play UK strengthens its capacity to deliver campaigns that combine creative storytelling with technical excellence and production reliability.
For Havas Media Network UK, the acquisition signals an intent to remain at the forefront of experiential marketing. With an expanded team of approximately 200 people, the network now possesses greater depth in creative talent, technical production, and project management capabilities. The combination allows for more ambitious, larger-scale activations that can operate across multiple platforms and locations, providing clients with a unified approach to brand experiences.
The integration also demonstrates Havas’ commitment to maintaining Bearded Kitten’s culture and identity. Sutton and his team continue to operate from their existing location, ensuring continuity in client service and creative approach. At the same time, access to Havas Play’s broader infrastructure and resources enables the agency to take on more complex projects and expand its service offerings. This balance of autonomy and integration ensures that clients benefit from both Bearded Kitten’s nimble, creative approach and Havas’ global scale and operational strength.
As brands increasingly prioritize experiential campaigns to drive engagement and differentiation, Havas’ acquisition of Bearded Kitten positions the network to capitalize on this trend. By combining creative excellence, production capability, and global reach, Havas Play UK is now equipped to deliver immersive brand experiences that are both innovative and scalable. For clients, this means access to a team capable of translating strategic objectives into compelling, tangible experiences that resonate with audiences long after an event concludes.
The acquisition of Bearded Kitten reflects Havas’ broader ambition to lead the experiential marketing space, providing clients with integrated solutions that combine creativity, technical expertise, and strategic insight. With Sutton joining the leadership team and operating as part of Havas Play, the network strengthens both its creative leadership and operational execution, ensuring that future campaigns deliver impact, innovation, and measurable results. The integration signals a new chapter for Havas Play UK, one where experiential marketing takes center stage in shaping memorable brand narratives and driving client success.
Overall, the union of Havas and Bearded Kitten represents a strategic alignment of expertise, scale, and ambition. It combines the creative craftsmanship of a renowned experiential agency with the resources, infrastructure, and global reach of one of the world’s leading media networks. The acquisition sets the stage for Havas Play UK to deliver immersive, world-class brand experiences that meet the evolving needs of clients and audiences in an increasingly experiential-focused marketing landscape.
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