Havas Helia Appoints Andy O’Carroll in Major Shake-Up

Why It Matters

The move signals Helia’s intent to differentiate in the crowded CX market by uniting award‑winning creative leadership with data‑driven experience, positioning the agency for larger, higher‑margin brand contracts.

Key Takeaways

• Andy O’Carroll becomes Helia’s first chief creative officer
• Helia reorganises London as strategy hub, Cirencester as innovation centre
• New ethos “Experiences That Hit Different” targets subculture‑driven CX
• O’Carroll’s award‑winning background includes Cannes Lions Grand Prix wins
• Restructuring aims to cut duplication and leverage Havas Village resources

Pulse Analysis

The customer‑experience (CX) landscape is becoming increasingly data‑centric, yet brands still crave the emotional resonance that only top‑tier creative can deliver. Havas Helia, rooted in the historic agencies Christian Brann and Evans Hunt Scott, recognized this tension and launched a transformation plan in 2024 to consolidate its fragmented operations. By installing a dedicated chief creative officer, the agency signals a strategic shift from siloed production to a holistic, experience‑first model that blends cultural insight with behavioural analytics.

Andy O’Carroll’s résumé reads like a modern CX playbook: he helped launch the massive “New EE” rebrand, drove award‑winning work for British Airways and Ikea, and has navigated both agency and consultancy environments. His expertise across paid, owned, shared and earned channels aligns perfectly with Helia’s new proposition, which promises to move beyond traditional media silos toward “ecosystems of moments.” This approach aims to turn subcultural insights into brand belonging, a tactic that resonates with younger, digitally native audiences who value authenticity over overt promotion.

The operational split—London as the strategic‑creative nerve centre and Cirencester as a craft and innovation hub—leverages the talent pool and cost efficiencies of both locations. Access to Havas Village’s broader resources, including AI‑driven design and data science, equips Helia to deliver end‑to‑end CX solutions at scale. If executed well, the restructure could reduce internal duplication, sharpen the agency’s market positioning, and attract clients seeking integrated, culturally resonant campaigns in an increasingly commoditised advertising environment.