Havas acquires Liquid to enhance ecommerce, retail media capabilities
Posted on 2024 May,14

In order to enhance its ecommerce and retail media capabilities, global communication network Havas has opted to acquire Liquid, the Middle East-based omni-commerce company.

Liquid will be rebranded as Liquid Havas and join the organization under Havas Market, Havas’ full-service ecommerce offering dedicated to delivering meaningful shopping experiences for people, brands and retailers. 

Launched in 2020, Havas Market has grown steadily and is now scaled globally across 30+ markets.

Established in 2016 and renowned for its dynamic approach in marrying science, art, and instinct, Liquid has established its reputation as expert in the retail media space by revolutionizing how brands connect with consumers at retail touchpoints. With a team of over 100 specialists, Liquid has cultivated a notable portfolio of leading, global FMCG clients such as Nestle, PepsiCo, Beiersdorf, and Procter & Gamble. 

This acquisition is said to be "a fusion of shared visions and values", aiming to redefine the shopper marketing and ecommerce landscape. The integration of Liquid's agile and creative retail strategies into Havas Market’s global resources and technological expertise aims to deliver unparalleled value to brands and consumers alike. 

The addition of Liquid also reinforces Havas’ presence in the Middle East where it maintains a partnership with luxury goods sales and marketing specialist Chalhoub Group.

Liquid’s Chief Executive Officer, Sachinn J Laala will remain in his role.

Yannick Bolloré, Chairman and CEO of Havas commented, "At Havas, we're dedicated to creating meaningful shopping experiences that not only resonate with consumers but also drive brand growth across all channels. The addition of Liquid builds upon Havas’ investment in the Middle East through our partnership with Chalhoub Group, extending our capabilities in this crucial region and ensuring our clients’ digital commerce transformations are not just reactive but groundbreaking.”  

Sachinn J Laala, Chief Executive Officer of Liquid added, “Our partnership with Havas signifies a pivotal step towards amplifying the digital retail transformation globally, benefiting consumers, operators, and third-party sellers alike. By uniting Liquid's innovative strategies with Havas' global network and expertise, we're poised to lead the Shopper marketing, ecommerce, and retail media landscape, extending value creation and setting new benchmarks for our clients worldwide.” 

Michael Chalhoub, President Strategy, Growth, Innovation, Investment and Joint Ventures at Chalhoub Group commented, “This acquisition underscores our steadfast commitment at Chalhoub Group, alongside Havas, to digital transformation and innovation, keeping our customer and her habits at heart, and paving the way for new benchmarks in shopper marketing and ecommerce. Together, we will cultivate meaningful connections, delivering unparalleled value to both brands and consumers, and elevating the shopping experience to unparalleled heights."

This strategic move is sure to redefine the Shopper marketing, ecommerce and retail media landscape in the Middle East.

Photo caption: From left to right: Colman Sheil - Chief Creative Officer, Liquid; Houda Tohme – CEO, Havas Media Middle East; Sachinn J Laala – CEO, Liquid; Dany Naaman – Regional CEO, Havas Middle East