Havas opens partnership division

Havas Media Group has launched a division called Magnet dedicated to crafting brand partnerships.

Magnet: (left to right) Avery, Frampton, Leslie and Benton
Magnet: (left to right) Avery, Frampton, Leslie and Benton

Magnet will be led by Daren Benton, the head of partnerships, and Melanie Leslie, a partnership consultant. Both will report to Pedro Avery, the chief executive of Arena.

The unit will offer clients more connected and bespoke solutions, drawing on the skills of all of the group’s companies: Arena, Havas Media (led by Paul Frampton), AIS London, SCB Partners, Branded, Havas Sports & Entertainment, Arnold KLP, Simbiotik and Cake.

Magnet will focus on crafting partnerships that leverage paid, owned, earned and shared media opportunities for consumers and brands.

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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