Havas launches Havas Red Japan, expands capabilities under merged media model

Havas Japan has introduced Havas Red Japan, a new division focused on enhancing its earned, social, experiential, and content marketing capabilities. The expansion broadens the agency’s service offerings in Japan for both its local and international clients. 

Executive director of Havas Japan, Masashi Kitaichi with prior experience at Delphys Hakuhodo International, has been appointed as managing director. In the new role, Kitaichi will be responsible for providing comprehensive brand solutions, leveraging his expertise in creative, media, and public relations.

This expansion follows the introduction of Havas Red in India in November 2023, which was achieved through the acquisition of PR Pundit, now operating as PR Pundit Havas Red.

The move into Japan will expand the footprint of Havas Red, which now operates in 19 markets worldwide. The agency was recognised as Campaign’s Global PR Agency of the Year in 2023 and holds a client roster that includes major brands such as Toyota, Jaguar Land Rover, Pernod Ricard, and Adidas.

"By broadening our reach and engaging with one of the world’s most dynamic and progressive audiences, we are reinforcing our commitment to creating meaningful connections and delivering impactful narratives,” shared Rana Barua, group CEO, Havas India, Southeast and North Asia.

Havas Japan is positioning itself as a "culture-first" agency, which Kitaichi emphasised when speaking to Campaign on the news: "This is baked into our unique culture as we’re the only agency brand to be part of an entertainment giant, Vivendi—operating across film, broadcast, publishing, gaming, and live events. Being part of that group along with our methodology baked into the MBI system helps us better understand how cultural moments are created in media and how brands best unlock that through the power of PR."

Kitaichi's leadership is expected to shape the agency’s approach to integrated communications by leveraging his broad cross-disciplinary background. Darrell Nelson, CEO of Havas Japan, noted, "Masa leverages his extensive cross-disciplinary experience in creative, media, and PR as well as over a decade of international experience to gain a unique and comprehensive understanding of brand ecosystems. This holistic perspective enables him to identify and unlock more integrated communication opportunities."

As Havas Red Japan seeks to navigate the complexities of the current market, Kitaichi highlighted the importance of tailored brand experiences: "In today’s highly competitive landscape, where the demand to engage across multiple platforms is ever-increasing, we recognise that every brand experience must be uniquely tailored, not just adapted. This requires agencies to offer diverse expertise. We connect brands with the comprehensive capabilities of the Havas Japan Village and beyond, providing a fully integrated solution that unlocks greater value for brands aiming to create meaningful connections in Japan and beyond."

Havas Red Japan will initially focus on sectors such as mobility, travel, and tourism, aligning with broader economic and cultural trends in Japan. Nelson added, "As a uniquely international agency in market made up of nine nationalities speaking 14 different languages, we specialise in international brands tapping into or already operating in Japan. We are already working on mobility as well as travel and tourism clients in market, both huge areas of growth and disruption for Japan."

The integration of Havas’ global specialisations, such as influencer marketing agency Sway and Red Impact, into the local market is also anticipated to provide significant benefits for clients in Japan.