Republica Havas is expanding in North America, appointing three executives to lead a push to bring its cross-cultural approach to marketing to New York City.
Working out of Miami, Republica grew into one of the largest independent Hispanic agencies in the U.S. before becoming part of Havas Group in 2018. The post-Havas investment road map included plans to expand into key U.S. markets beyond Miami, including New York, Chicago and Los Angeles. Republica Havas recently advanced along the road map by setting up shop in New York City.
Karla Kruger has come on board as managing director, New York. Kruger’s resume includes a stint at FCB Chicago in which she was part of the Pfizer account team leading the Nurtec business. Joining Republica Havas brings Kruger back to a city in which she has worked for agencies such as McCann Worldgroup.
Kruger is joined at Republica Havas’ New York City operation by Chanelle Church and Keeva Blades, Ph.D. Church, who previously worked at groups including the Breast Cancer Research Foundation, has taken the title of vice president, social impact and partnerships. Blades landed the title director of strategy on the strength of a career that includes collaborations with Bristol Myers Squibb, Novartis and Genentech.
Republica Havas said Blades initially focused primarily on oncology—an area she worked on with the three drugmakers—but now has experience of direct-to-consumer marketing in areas including ADHD, Alzheimer's disease and pediatric immunizations.
Alzheimer’s campaigns have won Republica Havas plaudits in the recent past, with the Cannes Lions International Festival of Creativity bestowing a Silver Lion on a project this year. Republica Havas received the Silver Lion for a campaign with The Fight Against Alzheimer's Association that switched the names and numbers on soccer players’ shirts to highlight the confusion people with the disease experience.
Republica Havas’ expansion in New York is the latest in a series of shifts at the broader business. U.K.-based Havas Lynx finalized its expansion into New York early this year. Months later, Havas Health consolidated most of its agencies into three offerings.