Havas Expands B2B Portfolio with Acquisition of Ledger Bennett

Global marketing and communications giant Havas announced its latest strategic move, acquiring the UK-based B2B marketing agency Ledger Bennett.

This acquisition is a part of Havas’ ongoing efforts to transform its operating model, catering to the evolving needs of clients transitioning towards customer-centric organizations.

In a significant development, Havas brings Ledger Bennett into its fold, thereby enhancing its presence in the rapidly growing B2B sector, both in the UK and globally. Ledger Bennett, recognised for its excellence in B2B marketing, will now be rebranded as ‘Ledger Bennett, a Havas Company,’ integrating seamlessly into Havas Media Network.

Founded in 1985 by Nicholas Ledger, Ledger Bennett has become a powerhouse in B2B marketing. The agency’s ‘Forever Customer’ proposition aligns with Havas’s customer-centric evolution strategy, focusing on creating lifetime value and a seamless brand experience throughout the B2B marketing journey. With operations spanning EMEA, APAC, and North America, Ledger Bennett serves clients in industrial, tech, and B2B services, including notable names such as GE Digital and LinkedIn.

Andrea Glenn’s Leadership Fuels Ledger Bennett’s Growth

Under the leadership of CEO Andrea Glenn since 2022, Ledger Bennett has witnessed a remarkable 50% revenue growth. Glenn’s dynamic approach and strategic wins, including Expleo, Aptean, and Indeed, led to industry recognition. In 2023, the B2B Marketing Awards acknowledged Ledger Bennett as the fifth fastest-growing B2B agency in the US. Glenn’s introduction of the “Fluid Talent” model, seamlessly integrating marketing expertise into clients’ organizations, has garnered widespread acclaim.

This acquisition marks Havas’s continued efforts to diversify its service offerings to meet clients’ evolving digital and data requirements. Over the past two years, Havas has strategically acquired entities like Search Laboratory, additive+, and Expert Edge (now Havas Market UK), bolstering its capabilities in performance marketing, dynamic creative and content services, and commerce.

Bolstering B2B Capabilities in a Growing Market

With Ledger Bennett on board, Havas aims to strengthen its B2B capabilities, aligning with the surge in B2B marketing budgets. According to LinkedIn, two-thirds (66%) of B2B marketers anticipate an increase or maintenance of their budgets over the next 12 months. The acquisition also complements existing B2B offerings within Havas Village London, including H/Advisors Maitland and Gate One, as well as Havas Media Network.

In 2022, Havas Media Network UK introduced Havas Business, a dedicated B2B division. This division, which currently collaborates with clients like 3M, JDE Professional, and Maersk, will merge under Ledger Bennett. This integration forms a robust 100+-person strong B2B specialism within Havas Media Network.

Leadership Transition and Future Prospects

Ledger Bennett’s London-based team is set to relocate to Havas Village London in March 2024. Andrea Glenn, as the CEO, will report directly to Patrick Affleck, CEO of Havas Media Network UK & Ireland. Yannick Bolloré, Chairman and Global CEO of Havas, expressed enthusiasm for welcoming Ledger Bennett into the Havas family, recognising the agency’s unique strengths in the B2B landscape.

Patrick Affleck added, “B2B marketing is ripe for disruption and Ledger Bennett are genuine disruptors within this space. Its ‘Forever Customer’ proposition, which focuses on creating lifetime value is both unique and differentiating and will bring further sophistication to our existing B2B offering. Andrea has done an incredible job at turning Ledger Bennett into a fast-growing business with immediate expansion potential and a compelling highly scalable solution. Importantly, Ledger Bennett is trusted by some of the world’s most ambitious, progressive and sophisticated global businesses, and I’m excited about what we can further build and achieve together.”