Havas Media Network has appointed Andrea Isaac as managing partner and Alessia Grosso as head of strategy and product for Havas Play North America, the division that helps brands connect with fans through gaming, creators, sports, music, and live experiences.

The newly created roles make Isaac and Grosso the first executives to lead Havas Play in North America under a new structure, which aims to position the offering at the intersection of media and creative.

Havas Play expanded from its roots in France to become a global offering in 2023, consolidating the holding company’s sports and entertainment agencies. It has had a U.S. presence since then, but the new appointments mark a relaunch—and an effort to invest more heavily in the division while expanding its services and sharpening its cultural focus.

Operating as a “cultural consultancy,” Play connects brands with fans through events, content, social campaigns, and sponsorships. It has worked with clients including Coca-Cola, Puma, Louis Vuitton, Red Bull, and Hyundai.

Isaac, who has been with Havas for more than 15 years, told ADWEEK the leadership shift follows a broader restructuring at Havas Media that has involved “consolidating and streamlining” teams across markets, investing in AI capabilities, and expanding Play’s remit at the intersection of media and creativity.

She added that Play’s immediate priorities are activating fandoms to drive business growth for clients and building new frameworks that allow it to deliver those solutions.

Grosso was brought in to “double down on each of the different specialties that we deliver via Play,” Isaac said.

A self-described “gamer-girl” who most recently led strategy and analytics for Havas Media Canada, she will focus on ensuring Play’s work engages with the full spectrum of fandoms, rather than treating them as separate groups.

“Fandom itself is really intersectional. People move fluidly between different passions and platforms. Being able to connect that to real human insight is where I’m hoping to have the greatest impact.”