Havas Play Ushers in New Senior Team to Drive Growth

Why It Matters

The appointments position Havas Play to meet rising client demand for seamless, culture‑driven experiences across multiple platforms, strengthening its competitive edge in the fragmented advertising market.

Key Takeaways

• Charlie Hugill promoted to chief client officer, overseeing specialist capabilities
• Maria Panayi joins as head of culture, bringing TikTok music expertise
• Hannah Liu‑Sherman becomes managing partner, leading Jet2 creative partnership
• All‑female senior team targets integrated, culture‑first growth for brands

Pulse Analysis

The advertising landscape is increasingly defined by cultural relevance, as brands chase audiences that live at the intersection of sport, music, entertainment and digital communities. Agencies that can stitch together these disparate touchpoints into a single narrative are gaining premium fees, while those stuck in siloed media plans risk losing market share. Havas Play, the culture‑focused arm of the global Havas network, has built its reputation on delivering immersive activations that resonate with youth‑centric consumers. Its latest leadership overhaul underscores the firm’s commitment to staying ahead of this cultural shift.

The new senior team is entirely female, a deliberate signal in an industry still grappling with gender parity. Charlie Hugill, promoted to chief client officer, brings eight years of award‑winning work for EE, HSBC and Aston Martin F1, positioning him to marshal Havas Play’s full suite of specialist services. Maria Panayi arrives from TikTok as head of culture, where she oversaw music marketing across EMEA and helped shape the platform’s rise among Gen Z. Hannah Liu‑Sherman, now managing partner, will steer the agency’s integrated creative partnership with Jet2, blending strategy, creativity and partnership execution.

By consolidating expertise in client services, cultural insight and creative partnership, Havas Play aims to deliver end‑to‑end campaigns that move beyond isolated sponsorships to fully integrated experiences. The move follows the 2023 acquisition of experiential studio Bearded Kitten, expanding the agency’s on‑ground activation capabilities. For advertisers, the all‑female leadership team offers fresh perspectives that can translate into more authentic, inclusive storytelling—an asset as brands confront heightened consumer expectations around diversity and purpose. If successful, Havas Play could set a benchmark for culture‑first growth, prompting rivals to replicate its structure and talent strategy.