Agency agenda: Rana Barua charts Havas' growth across Asia

Rana Barua, group CEO of Havas overseeing India, Southeast Asia, and North Asia (Japan and South Korea), told Marketing Connected's Agency Agenda that he is steering the network with a clear focus on regional expansion and operational agility.

Since taking on the role, he has embarked on a tour of the Havas offices, deep-diving into local markets to understand cultural nuances, client expectations, and operational dynamics, a step he sees as crucial before implementing broader strategic initiatives. Barua credits a combination of research, hands-on experience, and an advanced management program at Wharton for shaping his approach to leading a diverse, multi-country operation. “For leaders taking on roles across nationalities, it’s critical to slow down and understand each market before stepping in,” he said.

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One of Havas’ key moves under his leadership has been the strategic alliance with Indonesia’s Moonfolks, a partnership aimed at creating a “village model” that integrates creative and media capabilities. Indonesia, a high-priority market for the group, benefits from this model by offering clients comprehensive solutions while strengthening Havas’ local presence. Barua noted that the alliance is part of a broader philosophy of growth, where the network remains open to partnerships, acquisitions, or collaborations that bring in new expertise or unlock regional opportunities.

Differentiation, according to Barua, comes from Havas’ size and entrepreneurial culture. “We are smaller than many networks, which allows us to stay focused on clients and execute ideas faster,” he said. “Being entrepreneur-led enables us to take calculated risks and move quickly on alliances and partnerships.” The agency is also investing in converged AI as an operational tool to enhance capabilities across creative, media, and CX solutions, marking another step toward innovation-led growth.

In Malaysia, Havas is seeing the results of leadership stability and diversified offerings. The local office is now engaging more clients, experimenting with new solutions, and strengthening its pitch conversion, particularly in sectors like banking, petroleum, and other large local brands.

Looking ahead, Barua emphasises regional integration as a growth lever. Havas is implementing a “one Asia” model, enabling teams across countries to collaborate seamlessly on regional pitches. This approach, combined with flexible talent deployment and investment in next-generation agency professionals, positions Havas to win larger, more complex mandates across Southeast and North Asia.

For Barua, the guiding principles remain simple: be flexible, open to change, and innovate. “If you can think out of the box and challenge the status quo, you can move faster and create more value for clients,” he said. A philosophy that underpins Havas’ regional ambitions for the year ahead.

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