Havas has acquired MUT, a Barcelona-based experiential marketing and sustainable events agency, as part of its strategy to strengthen its brand experiences offering and expand its presence in Spain.
Founded in 2010 by Nacho Gómez, MUT specialises in experiential marketing, live events and sustainable event solutions. The 30-member agency works with clients including Audi, Freixenet, T-Systems, Bodegas Torres, Veepee, Totogi, NTT DATA and Zurich Seguros.
Following the acquisition, MUT will be integrated into Havas Spain, enhancing the group's capabilities across experiential marketing, live events and sustainable event solutions. The move also supports Havas' broader growth strategy in Spain, which it describes as a key market.
Nacho Gómez will continue as CEO of MUT, ensuring continuity of the agency's business model and market positioning.
Commenting on the acquisition, Yannick Bolloré, Chairman and CEO, Havas, said: "I am delighted to welcome Nacho Gómez and the entire MUT team to the Havas family. Their strong expertise in experiential marketing and live events perfectly aligns with our ambition to continue strengthening and expanding our capabilities in high-growth areas. By joining forces, we are enhancing our experiential marketing offering in Spain and enabling our clients to build desirable brands through powerful content and experiences that foster deeper connections with people."
Jorge Irizar, CEO, Havas Spain, added: "MUT is a key player in the sustainable events space, with a distinctive capability in both ideation and execution. This acquisition strengthens Havas' diversification strategy and enables us to further drive our clients' growth with an even more comprehensive value proposition."
Nacho Gómez, CEO, MUT, said: "For MUT, joining Havas is a natural step. We share the same vision for building brands in a constantly evolving world: the curiosity to challenge the status quo, the ambition to go further, and the conviction that experiences have the power to transform people, brands and organizations. Since our inception, we have believed that creativity and experiences can generate value for brands while delivering positive impact for society. Finding in Havas a group that shares this vision gives us confidence in the future, knowing that together we can help shape the evolution of our industry and further establish experiential marketing as a driver of growth, connection and positive impact for brands."
