Havas Invests in Multicultural Agency Republica

In the US, marcoms group Havas has invested an undisclosed amount in full-service, multicultural agency Republica, which offers clients a range of research, analytics, consumer science, media planning/buying, PR, strategy and creative services.

Founded in 2006 by Chairman & CEO Jorge Plasencia and President Luis Casamayor, and based in Miami, Florida, Republica has a team of 120 who specialize in creating 'connections' across culture, language and technology for brands in the US and around the globe. The agency will now be renamed Republica Havas, with plans to expand to other US markets including New York, Chicago and Los Angeles. The renamed business will continue offering multicultural marketing intelligence, while tapping into Havas' global integrated communications network and parent company Vivendi's media and entertainment properties.

Plasencia, Casamayor and their executive team will remain in place, under the direction of Paul Marobella, Chairman and CEO of Havas Creative, North America. Yannick Bolloré, CEO Havas Group, comments: 'With multicultural consumers making up nearly 40 percent of the US population and $3.4 trillion in spending, the current American landscape is the most culturally diverse and technologically fluent in history. Multicultural marketing intelligence needs to be in every brand's DNA. Republica's industry-leading expertise further expands our multicultural capability and understanding. Miami is the right place to serve as our anchor'.

Web sites: www.havasgroup.com and www.republicahavas.com .