Havas Play Names New Leaders in North America
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Havas Play Appoints jessica Grosso as President, Focusing on Fandom Engagement and AI Integration
Havas Media Group has appointed Jessica Grosso as President of Havas Play, its global entertainment, gaming, and culture agency. The move signals a strategic push to leverage fandoms for client growth and integrate artificial intelligence (AI) into its creative offerings, according to Adweek.
Grosso’s responsibilities include “streamlining” teams across markets, investing in AI capabilities, and expanding Play’s remit at the intersection of media and creativity. She will report to Laura Isaac,Global Chief Growth Officer at Havas Media Group.
Isaac stated that Play’s immediate priorities are activating fandoms to drive business growth for clients and building new frameworks to deliver those solutions. Grosso was brought in to “double down on each of the different specialties that we deliver via Play,” isaac added.
Prior to her appointment, Grosso served as Strategy and Analytics Lead for Havas Media Canada. Describing herself as a “gamer-girl,” she will focus on a more holistic approach to fandom engagement, moving beyond treating different fandoms as isolated groups.
“Fandom itself is really intersectional. People move fluidly between different passions and platforms. Being able to connect that to real human insight is where I’m hoping to have the greatest impact,” grosso explained to Adweek.
The Rise of Fandom Marketing and Havas Play’s Position
The appointment reflects a broader trend in marketing towards leveraging passionate fan communities. Brands are increasingly recognizing the power of authentic engagement with fandoms to drive brand loyalty and advocacy. Havas Play aims to capitalize on this trend by offering specialized expertise in understanding and activating these communities.
According to a 2023 report by Statista, the global gaming market generated $184 billion in revenue, demonstrating the critically important economic impact of the gaming and entertainment industries – key areas of focus for Havas Play. This growth underscores the importance of agencies like Havas Play that can navigate these complex cultural landscapes.