MUMBAI: France-based communications network Havas announced today the acquisition of a majority stake in Boondoggle – a fully integrated digital agency in the customs union of Benelux.

With this Havas hopes to strengthen its digital lead in Europe and its position in the Benelux region and become one of the top three agencies.

Boondoggle will continue to operate under its current name and keep its current offices in Belgium and the Netherlands. The Boondoggle management team remains unchanged and continues to own a minority stake in the agency.

The agency was founded in 2000, but took the name Boondoggle only in 2007. Today it employs more than 120 digital and creative experts in its offices in Amsterdam and Leuven.

The agency offers fully integrated solutions to its list of clients which include the likes of Coca-Cola, Nike, Heinz Europe, Iglo Europe, Belgacom, Thomas Cook, Tiense Suiker, Belfius, Kinepolis, Delhaize and Rabobank International Direct Banking.

Havas Global CEO David Jones said, "Boondoggle is a brilliant agency which combines first-class digital expertise with award-winning creative talent making it totally in line with our "digital at the core" model. They are not just one of the best agencies in Benelux, the work they are doing across digital, social and data is as good as anything I've seen anywhere in the world. We're very excited to have them join the group and look forward to delivering their expertise and ideas to our clients."

Boondoggle CEO Pieter Goiris added, "Joining one of the leading and most innovative international communications services group was the next and logical step for Boondoggle to achieve our ambitions for the years to come. David Jones' "digital at the core" vision for Havas is something we really share and believe in, and it will help us to further accelerate Boondoggle's business in a more international context."