The appointment forms part of Havas' wider strategy to position itself as a more client-centric and AI-enabled communications group under its "Growth, Powered by Desire" positioning. The newly created role is intended to bring together creativity, data, technology and execution through the group's Converged.AI operating system while encouraging closer collaboration across disciplines.

According to Havas, de Andréis will focus on ensuring greater strategic consistency across the organisation, improving integration between its networks and supporting a more efficient delivery model for clients.

Announcing the appointment, Bolloré said the communications industry is navigating "unprecedented market changes" that require agencies to combine technology, media and creativity in more integrated ways.

"Raphaël brings an international cross-disciplinary perspective and has been instrumental in shaping our Group's Growth, Powered by Desire positioning. His appointment will further strengthen our ability to deliver integrated, high-impact strategies for our clients."

Commenting on his new responsibilities, de Andréis said Havas aims to build "the most desirable organization in our industry," driven by three principles: a technology-agnostic approach, creativity at its core, and a focus on measurable business outcomes.

De Andréis began his career at TBWA before joining BETC in 1996, where he became President in 2007 and helped establish the agency as one of France's leading creative shops. He later served as Executive Vice President at Canal+ before returning to Havas in 2013 as CEO of Havas Media Network France and President of Havas Productions.

A member of Havas' Executive Committee, he has since overseen the development of Havas Village France, supported the group's expansion across Western Europe and played a central role in shaping its current strategic positioning. Outside advertising, he is also the author of two novels, AIR (2019) and MER (2022), which explore technological and environmental change.

The creation of a group-wide Chief Strategy Officer signals Havas' continued push towards tighter integration across creative, media, technology and AI as holding companies redefine their operating models.

Rather than operating as a traditional advertising school, RAY describes itself as a collaborative platform where creative professionals, marketers and students work together on ideas designed to create both commercial value and positive social impact.

Explaining why now is the right time to launch a creative school, particularly as artificial intelligence reshapes the industry, Krasavina says: "AI is changing how we create, but not why we create. As technology makes execution easier, human creativity, critical thinking and purpose become even more valuable. RAY exists to develop creatives who use AI to amplify ideas that create meaningful change."

The school will officially open in September with its inaugural programme, 'Creative Excellence'—a series of nine in-person masterclasses designed for both emerging talent and working creatives. Built around live briefs rather than lectures alone, the course takes participants through the full creative process, from insight and strategy to ideation, craft and final presentation, while receiving feedback from senior industry practitioners.

Unlike the growing number of online creative courses, RAY will initially deliver its programmes in person, encouraging direct interaction between students and instructors while fostering collaboration and long-term professional relationships within Dubai's creative community.

Its mission is summed up in the school's tagline: "Where brand power meets world-changing ideas." Beyond developing technical skills, RAY says it aims to strengthen the region's creative standards while helping talent compete more confidently on the international stage.

The faculty reflects that ambition, bringing together practitioners from some of the region's leading agencies and brands. Among those already announced are Santiago Cuesta (Executive Creative Director, Co-Founder, RAY), Federico Fanti (Regional Chief Creative Officer, FP7McCann MENAT), Alex Pineda (Chief Creative Officer, FCB Dubai), Muhammad Ali (Executive Creative Director, Leo Burnett), Nayaab Rais (Executive Creative Director, McCann), Diego Enrique Florez (AI Creative Director, Core42), Passant El-Ghannam (Marketing Director MEA, Kraft Heinz) and Derek Green (Chief Creative Officer, TBWA\RAAD), among others.

Student enrollment is now underway through the school's website and social platforms ahead of the September opening.

Looking beyond the launch, Krasavina says the school's ambitions extend beyond classroom learning. "Our ambition goes beyond developing better creatives. We want to help shape a creative culture where talent, collaboration, technology and purpose come together to make a real difference."

As AI reshapes creative roles, schools can no longer focus solely on craft. RAY's biggest test won't be attracting star faculty—it will be proving that purpose-led creativity can translate into industry-ready talent, as the industry's competitive edge will increasingly depend on human judgment, strategic thinking and original ideas.

RAY's real challenge—and opportunity—will be proving that a new generation of creatives can master both technology and timeless creative thinking.