Boost for London creative sector as Havas swoops for Uncommon

London’s creative sector received a huge boost today as French ad giant Havas bought a majority stake in Uncommon Creative Studio that could value the agency at £120 million.

As first reported by Campaign, Havas will buy a 51% stake in Clerkenwell-based Uncommon from its three founders, Natalie Graeme, Lucy Jameson and Nils Leonard, who all left WPP to create the agency seven years ago.

Uncommon has made ads for Google and ITV, as well as British Airways’ safety briefing starring Ncuti Gatwa and Emma Raducanu.

The deal is a shot in the arm for London’s creative industry, which is widely seen as world-leading, but has warned of the impact of Brexit on business.

It’s also a vote of confidence in humans to keep making ads. Marketing giants like WPP and S4 have hailed the potential of AI for their businesses, sparking fears that robots would take over the sector.

The exact terms of the acquisition weren’t disclosed, but when earn-out payments are included, it could value Uncommon between £80 million and £120 million.

Co-founder Natalie Graeme said the deal may allow Uncommon to branch out into new areas: “Havas along with its sister companies in Vivendi offer Uncommon a way to accelerate into the spaces where we have already made headway. Whether that’s into the entertainment world – taking what we started with our Nick Cave documentary – or our design practice, gaming or other geographies.

“This partnership will open doors globally for Uncommon.”

Havas CEO Yannick Bolloré said: “Uncommon will bring new energy, creativity, and audiences into Havas’ already leading-edge creative network, igniting, inspiring, and supporting every aspect of creativity.

“Uncommon have created a new space and energy in the industry. They are a once-in-a-decade company and having them join the Havas family is an exciting prospect.”