Havas buys Barcelona's MUT to grow its Spanish footprint
What's the deal? HavasDealroom has a profile for this one. Try Dealroom → has acquired MUT, a Barcelona-based firm specialising in experiential marketing and sustainable events. The company will be folded into Havas Spain, with founder Nacho Gómez staying on as CEO.
What each side brings: Founded in 2010, MUT runs a 30-strong team that has worked with brands including Audi, Freixenet, and T-SystemsDealroom has a profile for this one. Try Dealroom →. Havas, the global advertising and communications group led by chairman and CEO Yannick BolloréDealroom has a profile for this one. Try Dealroom →, gains added live-events capability.
The rationale: The deal deepens Havas' presence in Spain. Gómez's continued leadership is meant to preserve MUT's business model post-acquisition.
"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," Bolloré said.
The signal: Large communications groups keep buying specialist shops to bolt on niche capabilities rather than build them in-house. MUT gives Havas a foothold in experiential and sustainable events — a fast-growing corner of the marketing market.
Read more: O'Dwyer's PR
Image credit: Gregg
