NEW YORK--(BUSINESS WIRE)--As Havas continues to foster the rapid growth of its culture and entertainment center, the Annex, the agency announced long term expansion plans today including an immediate opening of a new office in Atlanta. Amongst others, Annex Atlanta will have its own area of expertise and value within the Annex network, bringing together leading local creators in art, music, video, fashion and content. In addition, Annex Atlanta will work closely with Universal Music Group, the world leader in music-based entertainment, to create opportunities for brand partners to collaborate with Atlanta’s most important labels and artists.
Founded in Chicago by Jason Peterson and Paul Marobella, co-chairs of Havas Creative North America, the Annex has opened offices over the past 12 months in New York and Singapore. In New York, the acquisition of digital agency The 88 led to the creation of Annex88, which has rising young talent in fashion, music and art. This year, the Annex plans to create an Annex/Vivendi Village in New York and expand to Los Angeles. The long-term expansion horizon includes European markets Paris and London. The Atlanta location will enable the global culture and entertainment network to better service client Coca-Cola and continue to grow its client base in that region.
“The Annex is built to tap directly into the undercurrents of a city’s culture, giving brands authentic access into what’s driving culture for their customers. Whether it’s an experience, content, music, etc., the Annex objective is to be relevant above all else. We’ve expanded quickly and have identified numbers of new growth markets based on their cultural impact,” says Jason Peterson, Chairman and CCO, Havas U.S., Creative. “Talent will come from diverse backgrounds and be able to single-handedly concept, create and launch experiences and content for brands. Our real-time content model offers what numbers of brands are looking for at scale.”
Today, the Annex employs 200 people across its three offices and works with top brands such as Coca-Cola, Sprite, Bloomingdales, Adidas Originals, Mike’s Hard Lemonade and MARS. “Brands are constantly playing catch up and often make missed attempts to be relevant,” says Paul Marobella, Chairman and CEO, Havas U.S., Creative. “We know traditional advertising models are outdated in their ability to tap into culture which is why we created the Annex—a cultural center that attracts the world’s best makers, trendsetters and creators in different cities around the world. We recognized Atlanta specifically as a leader in music and fashion, making it a perfect center piece as we continue the Annex global expansion.”
About the Annex
Culture never sleeps. In order to be on the pulse of what’s happening, you have to be part of it and live it—every single day. That’s why we created the Annex. Launched in Chicago, the Annex is a cultural epicenter focused on emerging consumers, including Millennials and Centennials. The network of 200 people is comprised of creators, influencers and leaders who are not only fluent in contemporary conventions, but are also the architects and instigators of what’s cool and important. Visit us at annexneversleeps.com, or follow us on Twitter @The_Annex_, Facebook and Instagram @The.Annex.