Havas PLAY globally aligned its content capabilities in March 2023, consolidating its international expertise in the world of culture, music, sports, gaming and other territories linked to fan and community activation.
Havas PLAY, Havas Media Network’s transmedia content accelerator that connects brands with their audiences and potential communities through their passions, announces the incorporation of Marta Castán as Insights & Measurement Director.
In this position she will be responsible for enhancing the product development and insights capabilities of the area, collaborating with the Network’s measurement and insights team led by Marga Ollero and in close collaboration with the transmedia strategy team led by Pablo Torres.
Marta Castán’s background
Marta Castán holds a degree in Business Management and Marketing from ESIC and a degree in Business Administration from the University of Hull in the United Kingdom. She has 30 years of professional experience in the marketing field. She has worked in agencies such as Contrapunto BBDO, but mainly in the media and entertainment sector in companies such as Movistar and Warner Media, leading research projects for Movistar+, Cartoon Network, Boing TNT, TCM or HBO Max among others. Prior to joining Havas Group, he held the position of Insights & Analytics Director at Warner Bros. Discovery, leading the research department for Iberia and Italy and developing multiple international projects.
“Having worked all these years on the media side, developing entertainment brands and optimizing their performance, it is an opportunity for me to incorporate all this learning and knowledge to the development of our brands and clients. It is an exciting challenge to join the Havas PLAY team, made up of exceptional people, both professionally and humanly, with a lot of energy and an innovative vision of how to make content,” says Marta.
New strategic area
This incorporation will create a new strategic and transversal area of knowledge in Havas PLAY, which works as a transversal area for the clients of the agencies that make up Havas Media Network, as well as for direct clients. It means a clear expansion of views and capabilities and a commitment to rigor and diversification of services, both as a consultant and in day-to-day projects thanks to the versatility of PLAY as an accelerator.
For David Pueyo, Head of Havas PLAY Spain: “The arrival of Marta is a before and after for us and helps us to take a big step in our goal of differentiating ourselves from research and measurement by strengthening our capabilities. Her extensive experience in the world of entertainment allows us to continue to grow and deepen our knowledge of communities, territories and the world of entertainment, allowing us to create more relevant and differential projects for brands and pure entertainment players, lps and creators with whom we work”.
