Havas’ Prose on Pixels makes its debut in Italy 

The future of content creation has officially landed in Italy. Prose on Pixels (POP), Havas’ global AI-powered content-at-scale network, has launched its Italian studio – bringing with it a bold new model for integrated, end-to-end creative production. 

Designed to blend advanced technologies with deep vertical expertise, POP Italy offers a full-spectrum service across production, post-production, audio, CGI, and media delivery. With a dedicated team of post and sound design specialists, the studio is set to redefine how brands create and deliver content in a fast-moving, fragmented media landscape. 

A strategic partner for high-impact content 

With structured creative processes and a focus on audience engagement, POP Italy is built to deliver distinctive, high-quality content that serves both brand and business goals. It’s a model that combines efficiency with creative excellence, helping clients stand out in a crowded world. 

Technology meets human ingenuity 

At the heart of POP’s offering is a thoughtful integration of generative AI – across images, text, audio, and video. These tools are used not just to accelerate workflows, but to maintain quality. From smart project management platforms to digital asset organization, POP’s designed to optimize operations and empower teams through a balance of continuous training, deep expertise, and professional sensitivity.  

Local strength, global reach 

POP Italy operates on a dual axis: locally, it enhances collaboration within the Havas Village; globally, it taps into the strength of Havas’ international network. This integrated ecosystem fosters experimentation, cross-disciplinary exchange, and faster development cycles – ultimately improving efficiency and maximizing ROI. 

“Our strength lies in our ability to integrate strategy, creativity, and execution,” says Caterina Tonini, CEO of Havas Creative Network and Co-Founder & CEO of Havas PR Milan.

“From ideation to execution, every phase is guided by a shared and consistent vision, brought to life through multimedia content tailored to reach diverse audiences across carefully selected touchpoints.” 

Agility, quality, and relevance 

For Alasdhair Macgregor Hastie, VP & Executive Creative Director of BETC Paris and Havas Milan, the launch of POP Italy is about more than just speed: 

“Thanks to the synergies now firmly established within our Network, we can bridge the gap between ideas and execution, creating a more agile and strategic workflow. It’s not just about creating visually stunning content, but about delivering real, distinctive value for brands – aligned with the ever-rising expectations of clients and consumers alike.” 

Prose on Pixels Italy translates a bold step into the future of content creation. With AI, creativity, and strategic thinking working hand-in-hand, POP is set to help brands thrive in a world where relevance, speed, and quality are everything.