Havas Launches GLP-1 Focused Content Platform

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The two biggest stories in pharma in recent years have been the rise in popularity of GLP-1s and the embrace of new technologies.

Havas, a global communications network, is hoping to combine those two elements and find success. At this year’s CES show in Las Vegas, the company announced the launch of Shape Shifting, a project that it describes as a creator-led, serialized content platform that mark’s company’s initial foray into editorial media.¹

The platform’s initial offerings are focused on GLP-1s, which have become massively popular over the past two years for patients looking to lose or control their weight. The content doesn’t just provide scientific and medical information about these medications, but it also focuses on the cultural impact as well.

In a press release, Havas’ chief content officer Lars Bengston said, “The rise of GLP-1s demands more than commentary—it requires leadership. Shape Shifting is a clear demonstration of what's possible when we invest in our own editorially driven platforms. By anchoring the series on YouTube and following the principles of cross-platform publishing, we're meeting audiences where they are, showcasing how brands can build sustained engagement around their expertise."

Havas first expressed its interest in GLP-1s in June, 2024. At the time, the company announced the launch of an internal consultancy service in response to what it called the “era of the GLP-1 revolution.”² This service promised to provide solutions to disruptive innovations in the healthcare space.

According to Havas, the release of GLP-1s resulted in an increased focused on fitness and weight loss spending. Users of the medication are reportedly more likely to spend significantly higher amounts of money than users on the following items: fitness apparel, gym expenses, clothing, vacations, and mental health services.

In a press release issued at the time, Havas Creative and Health Networks global CEO Donna Murphy said, “The advent of GLP-1s will go down as a historic moment—eliciting seismic shifts across nearly every industry that our clients should be capitalizing on. The disruption alarm bells are sounding. GLP-1 medications are the marriage between biopharma and consumer brands. And given our expertise across both health and consumer, we are well-positioned to guide brands as they navigate the untapped potential of this transformation."

Over the past year, Havas has made significant moves to improve its production abilities in North America. In July of last year, the company announced that Melissa Tifrere had been promoted to chief production officer and would lead production teams and manage talent growth in North America.³ She had previously served as head of integrated production in the New York region.

In a press release issued at the time, Tifrere said, “Over the course of my 15-year career, I've had the privilege of collaborating with some of advertising's most creative and innovative artists. It's an honor to expand my role to work with more creators across our North American village and continue to thread the needle throughout all our integrated production models."

Sources

1. Havas Launches ‘Shape Shifting’ – A Creator-Led Content Platform, Debuting with the GLP-1 Revolution. Havas Worldwide, LLC. January 7, 2025. https://www.prnewswire.com/news-releases/havas-launches-shape-shifting--a-creator-led-content-platform-debuting-with-the-glp-1-revolution-302344723.html
2. Havas Launches Consultancy Dedicated to GLP-1 Innovation. Havas Worldwide, LLC. June 17, 2024. Accessed January 9, 2025. https://www.prnewswire.com/news-releases/havas-launches-consultancy-dedicated-to-glp-1-innovation-302173461.html
3. Havas Creative Network Expands Melissa Tifrere’s Leadership Remit Across Its New York and Chicago Villages. Havas Worldwide, LLC. July 23, 2024. Accessed January 9, 2025. https://www.prnewswire.com/news-releases/havas-creative-network-expands-melissa-tifreres-leadership-remit-across-its-new-york-and-chicago-villages-302203027.html