Pursuits
Lady Gaga’s Ex-Manager Joins With Havas for Branding
- Venture to advise on reaching younger consumers, new audiences
- Dutch file-sharing company WeTransfer to be first client
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French advertising company Havas SA plans a joint venture with Lady Gaga’s ex-manager Troy Carter to advise brands on targeting younger consumers and new audiences in the U.S.
The partnership with Carter’s Atom Factory Inc. will be called SMASHD Brand Innovation. It will sit inside Carter’s existing SMASHD Group, which houses a tech accelerator for startups and an editorial platform, Carter said. Carter, who last month joined music service Spotify Ltd. to strengthen its relationship with artists, said the partnership with Havas will develop brand strategies, introduce brands to new technologies and help create new apps, content and products. Its first client will be Amsterdam-based file-sharing company WeTransfer.