Today, Andrew Benett and Troy Carter met on the main stage at the Cannes Lions Festival to discuss how brands can keep up with the speed of culture—and to announce a new joint venture between Havas Group and Atom Factory: The SMASHD Group.
By combining Havas’s marketing expertise with Atom Factory’s background in music, technology, and cultural trends, The SMASHD Group aims to help brands imagine the future of their business.
Andrew Benett, CEO of Havas Creative Group, sat down with The Drum to dive into a more detailed look at The SMASHD Group.
As culture, tech, and entertainment collide, this partnership will help brands evolve at the speed of culture.
“We’re excited to partner with Havas on this venture to combine our experience in tech, culture, and hustle with their global capabilities and brand relationships,” said Troy Carter, founder and CEO of Atom Factory.
The SMASHD Group will provide brand marketers with access to entertainment icons, entrepreneurs, and technologists to create the right connections with consumers through new types of content, application, platforms, and products.
“Brands today are looking for a sense of experimentation and our expertise in entertainment and technology makes us a great cultural navigator for brands launching new products and new ideas,” said James Andrews, CEO of The SMASHD Group.