Havas has acquired Barcelona-based experiential marketing agency MUT, strengthening its capabilities in brand experiences, live events and sustainable event solutions in Spain.
Founded in 2010 by CEO Nacho Gómez, MUT has built a reputation for creating impact-driven experiential marketing campaigns and sustainable events. The agency operates with a team of around 30 professionals and works with clients including Audi, Freixenet, T-Systems, Bodegas Torres, Veepee, Totogi, NTT DATA and Zurich Seguros.
Following the acquisition, MUT will be integrated into Havas Spain, supporting the group’s strategy to expand its experiential marketing offering and strengthen its presence in one of its key European markets. Nacho Gómez will continue to lead the agency as CEO.
Commenting on the acquisition, Yannick Bolloré, Chairman and CEO of Havas, said MUT’s expertise in experiential marketing and live events aligns with the group’s ambition to expand its capabilities in high-growth areas and help clients build stronger consumer connections through immersive brand experiences.
Jorge Irizar, CEO of Havas Spain, said the acquisition reinforces the company’s diversification strategy while enhancing its ability to deliver a broader range of solutions for clients.
Nacho Gómez said joining Havas marks a natural next step for MUT, highlighting the shared vision of using creativity and experiences to drive business growth while creating positive social impact. He added that the partnership will help further establish experiential marketing as a key driver of brand growth and consumer engagement.