Havas has acquired U.K.-based Wilderness, bringing deep social marketing expertise to Havas globally and enhancing the existing social media services offered within Havas Village London, its PR agencies, and Havas Play, the global network dedicated to connecting brands to consumer passions through experiences that put brands at the crossroads of culture, entertainment, and sports. The acquisition is the latest strategic move by Havas to evolve its operating model to accelerate clients’ transition to become more customer-centric organizations. Wilderness will join Havas Play, gaining access to the network’s global scale and client base.     

Founded by Tom Jarvis in 2015, Wilderness rose to prominence working as an in-house partner to major entertainment brands including Sony Pictures, 20th Century, and Universal Pictures where the firm built deep strategic and creative specialism through its services including branded content, shoppable experiences, always-on production and more. Wilderness has quickly scaled this entertainment-led approach to social to new verticals such as food and drink, FMCG, travel, fashion, and technology, among other consumer sectors and, today, counts the likes of Disney+, BBC Studios, Ticketmaster and NOW, among its clients. In 2023, Wilderness also added projects for Sky Mobile, Sykes Holidays, Heineken, and Dolby, among others, to its work portfolio.   

Wilderness was nominated for a Webby (2021) for Best Social in the Lifestyle, Health, and Wellness category for its work with Fresh Fitness Food. Among Wilderness’ most iconic work is its campaign supporting HBO across the final season of Game of Thrones. 

Wilderness’ London-based staff will move to Havas Village London this month and form a 30+ strong dedicated social media team as part of the Havas Play Network which was launched globally by Havas in 2023. Nick Wright, chief growth officer of Havas Media Network UK, will be responsible for the strategic integration of Wilderness into Havas, putting in place a rapid growth plan for the agency. Wright will work closely with Rosie Holden, president of Havas Play UK, to ensure that Tom Jarvis, managing director of Wilderness, and his team quickly hit the ground running.    

Yannick Bolloré, chairman and global CEO, Havas, said, “Wilderness is a forward-thinking business that perfectly aligns with Havas’ unique positioning at the crossroads of entertainment and advertising, helping clients reach their customers in innovative and meaningful ways. We are excited to see how the addition of Wilderness will enhance complementary specialisms provided by Havas Play and others across Havas globally.”   

Jarvis said, “We have a long-term vision to become the leading social media agency for clients looking to transform how they approach social within their organization. The scale and opportunity being part of Havas affords us will allow us to realize that mission. I can’t wait for us to get started!”   

Holden added, “Wilderness is the perfect blend of servicing brands in culture and entertainment, as well as bringing culture and entertainment to brands wanting to activate in those areas. They are experts in driving awareness, consideration, engagement, and conversion through social and will be an invaluable asset to the Havas Play Network.”