Havas Red doubles down on creator economy, launching influence practice CRed

Havas Red has launched a new global creator and influence practice, CRed, as the agency looks to help brands build longer-term cultural relevance in an increasingly creator-driven landscape.

The move reflects a broader shift in how influence is being shaped, with brands moving away from transactional influencer campaigns towards deeper partnerships rooted in community, subcultures and ongoing storytelling.

CRed consolidates Havas Red’s existing influencer and creator capabilities into a globally connected framework, spanning PR, social, content and experiential.

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The launch comes as creator-led marketing continues to scale in Australia, with the agency pointing to more than $850 million in local spend in 2025.

Stuart Hood, executive director of social and influencer at Havas Red Australia, said the new practice formalises a shift already underway in the market.

“As the creator economy becomes more community-centred and embedded across the entire brand experience, CRed formalises our commitment to building culturally fluent, trust-driven partnerships that deliver real business and reputational impact,” Hood said.

“Creators aren’t just channels, they’re communities, storytellers and trust builders.”

The practice combines data-led creator discovery and AI-powered measurement with human-led strategy and relationship building, as agencies look to balance automation with authenticity in creator partnerships.

Havas Red said the model is designed to help brands identify creators who align more closely with their values and audiences, while delivering stronger long-term outcomes across both brand and business metrics.

Shane Russell (pictured), CEO of Havas Red Australia, said ongoing investment in AI and creator intelligence tools will play a key role in shaping the agency’s next phase.

“Our continued investment in AI and creator intelligence tools ensures our clients stay ahead of where the market is heading,” Russell said.

For marketers, the launch underscores the continued evolution of influencer marketing into a more integrated, full-funnel discipline - where creators play a role not just in amplification, but in shaping brand narratives and driving sustained engagement.