Havas Group ANZ launches ‘Deliberately Different’ positioning; announces key senior promotions

Havas Group ANZ introduces a bold new positioning – Deliberately Different. A strategic platform that reinforces its unique holding company offering: a Village of agencies with the agility and entrepreneurial spirit of an indie, with the backing and resources of a global network.

The positioning is designed to resonate with brands operating in a sea of marketing sameness where being noticed and driving growth are harder to achieve. ‘Deliberately Different’ recognises that being ‘different for difference’s sake’ is not enough for brands to stand out. What is needed is difference with strategic intent – ideas that challenge the expected and deliver measurable impact.

Havas Group Australia and New Zealand CEO James Wright said, “When difference is deliberate, it doesn’t just get noticed – it moves brands forward, unlocks growth and builds meaningful connections that last.”

“Havas Australia and New Zealand are different by design. With a challenger mindset and diverse, driven talent, we are purpose-built to stand out and make a disproportionate difference for clients. We bring strategy, creativity, media, PR, public affairs, social, influencer, health, med comms and more together with intent, to deliver ideas that defy convention and drive real results.

“‘Deliberately Different’ is more than a positioning. It is embedded in our cultural DNA and frameworks, enabled by our Village model, and embraced by our people – culturally curious, collaborative makers, united by a belief that better isn’t enough.”

The new positioning signals Havas Group ANZ’s ambition to set a new industry benchmark as the region’s most deliberately different holding company – the most integrated, client-centric agency group delivering brave, bold meaningful work that subverts expectations and drives impact and growth for brands across Australia and New Zealand.

The platform also challenges the notion that marketers have an ‘either/or’ choice between Indie agility or HoldingCo scale and resourcing.

“Our culture and model present marketers with a deliberately ‘different way’ – one that delivers the benefits of Indies and HoldCos, without the tradeoffs and pain points. A Village of nimble, entrepreneurial agencies with network-backing and access to global systems, significant AI investment, technology and insights.

“Agility, and access to scale and global resources aren’t mutually exclusive in the Havas Village. You can have agility and stability. You can have the resources without the rigidity,” Wright said.

“That is a compelling proposition for marketers at a time of rising dissatisfaction and frustration with traditional big HoldCos, uncertainty around the mega-merger, and as indies grapple with investments needed to keep pace with a rapidly evolving industry at a time of stagnant growth.”

Coinciding with the positioning launch, Havas has announced two senior leadership appointments, both promotions including Alastair Baker (above left), previously Chief Planning Officer at Havas Media Network Australia, who is now taking on the newly created role of Chief AI Officer for Havas ANZ and Richard Clarke (above right), formerly Chief Growth and Client Officer at Havas Creative Network Australia, who steps into the role of Group Chief Growth and Marketing Officer for Havas ANZ.

Baker will lead AI strategy, execution and governance across ANZ Village agencies, leveraging the network’s global scale and AI investment to deliver localised strategies that drive internal efficiency, generate client business value, and unlock new revenue opportunities. Baker joined the business in 2021 as Havas Media Australia Head of Strategy. His 16 year career also includes senior strategy and planning roles working across media, creative and digital agencies including Dentsu X and Vizeum in the UK and Dentsu’s iProspect in Melbourne.

Under his extended remit, Clarke will continue to partner closely with Wright and the leadership team to drive strategic growth priorities, operational alignment, and marketing initiatives that strengthen the Havas Village brand. He will oversee integrated marketing and communications strategies to elevate the network’s profile through thought leadership, PR, events, and industry partnerships, while ensuring seamless collaboration across agencies to deliver growth and innovation.

A creative strategy and operations leader with 20 years’ experience across agency and in-house teams, Clarke joined the Australian business in 2024 from his London-based role as Managing Director of Havas Red UK. His background also includes Director roles leading PR for global consumer brands at Ogilvy and formerly Burson-Marsteller in London.

Says Wright (pictured above): “Alastair and Richard are proven leaders who will be instrumental in delivering the power of our positioning across the business.  As well as driving the continued embracing of our pioneering Converged.AI operating system.

“Alastair’s appointment as AI Village lead is a further investment in our capabilities that gives us critical local agility at a time when AI is evolving too quickly for a global-only approach.

“Havas Village Australia is defiantly and deliberately different – we think different and we act different. With Richard assuming the group growth and marketing role, we will be seen to be different too.”

The new positioning comes after the recent announcement that Kate O’Ryan-Roeder will be joining the Havas Village ANZ as CEO of Havas Media Network in January 2026.

Havas ANZ agencies include Havas Host, Havas Media, Havas Red, Havas New Zealand, Havas Blvd, Havas PLAY, CSA, H/Advisors APA, One Green Bean, Organic Publicity, Frontier, Bastion Brands part of Havas Health & You and Pronto.

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