Havas Acquires Liquid to Enhance Commerce and Retail Media Expertise

Today, Havas announced the strategic acquisition of Liquid, an Omni-commerce company, marking a significant step forward in enhancing its e-commerce and retail media capabilities.

Established in 2016 and renowned for its approach to integrating science, art, and instinct, Liquid has enabled brands to connect with consumers at the right retail touchpoints. With a team of over 100 specialists, Liquid has cultivated a portfolio of global FMCG clients such as Nestle, PepsiCo, Beiersdorf, and Procter & Gamble. 

This acquisition is a fusion of shared visions and values, aiming to redefine the shopper marketing and e-commerce landscape. Integrating Liquid's agile and creative retail strategies into Havas Market’s global resources and technological expertise will deliver unparalleled value to brands and consumers. The addition of Liquid also reinforces Havas’ presence in the Middle East where it maintains a partnership with luxury goods sales and marketing specialist Chalhoub Group.

Liquid’s Chief Executive Officer, Sachinn J Laala will remain in his role and commented on the partnership signifying its approach to amplifying digital transformation offerings, "By uniting Liquid's innovative strategies with Havas' global network and expertise, we're poised to lead the Shopper marketing, e-commerce, and retail media landscape, extending value creation and setting new benchmarks for our clients worldwide.” 

Yannick Bolloré, Chairman and CEO of Havas further added, "At Havas, we're dedicated to creating meaningful shopping experiences that not only resonate with consumers but also drive brand growth across all channels. The addition of Liquid builds upon Havas’ investment in the Middle East through our partnership with Chalhoub Group, extending our capabilities in this crucial region and ensuring our clients’ digital commerce transformations are not just reactive but groundbreaking.”  

Michael Chalhoub, President of Strategy, Growth, Innovation, Investment, and Joint Ventures at Chalhoub Group also said, “This acquisition underscores our steadfast commitment at Chalhoub Group, alongside Havas, to digital transformation and innovation, keeping our customer and her habits at heart, and paving the way for new benchmarks in shopper marketing and e-commerce. Together, we will cultivate meaningful connections, delivering unparalleled value to both brands and consumers and elevating the shopping experience to unparalleled heights."

Launched in 2020, Havas Market has grown steadily and is now scaled globally across 30+ markets.