Fuse Sign Havas Play Manging Director Lucy Basden-Smith

Sep. 11, 2025

Fuse, the global sports and entertainment marketing agency part of Omnicom Media Group, has announced that Lucy Basden-Smith will be joining as Managing Director, further strengthening its world-class leadership team.

Lucy brings more than 18 years of experience in sport, culture and entertainment. She has led major national and global partnerships and sponsorships, including EE x The Home Nations, BAFTA, Wembley Stadium, Defender x Rugby World Cup 2022 and 2023, Barclays ATP Tennis Finals and Powerade, as well as the Olympic Games. During her career, she has worked with some of the world’s most recognisable rights holders, including Major League Baseball, Arsenal, Premiership Rugby, World Rugby and the Women’s Rugby World Cup 2025. Her proven track record of delivering culturally relevant campaigns and building long-term client relationships will play a crucial role in driving Fuse's global vision going forward. Lucy joins from Havas Play, where she had been Managing Director since January 2024.

As Managing Director, Lucy will be working closely and reporting into Fuse’s Global CEO, Louise Johnson, ensuring the agency continues to deliver innovative, insight-driven and measurable work. Her role is instrumental in shaping the future of the agency – championing new business, strengthening and nurturing client relationships, and guiding high-performing teams to deliver connected, effective campaigns. Additionally, Lucy will be part of Fuse’s International Executive Leadership Team and the Global Steering Group, working closely with senior leaders to drive strategic alignment across the agency’s global footprint.

Lucy will also support Fuse’s Innovation Board, enhancing employee engagement and satisfaction through progressive company initiatives, while ensuring Fuse’s business goals are met, and shaping how the agency grows

Her appointment comes at a pivotal time for Fuse, following the recent launch of its global proposition: Culturally Connected, Seriously Effective. It is designed to help brands connect with audiences through what matters most to them, driven by insight-led strategy, bold creativity and activations that deliver measurable impact, grounded in culture. The agency works with a diverse portfolio of global and local clients including PepsiCo, Vodafone, Google Pixel and most recently, Sipsmith where Fuse delivered their Top Seed Gin campaign through creative activations, premium hospitality and immersive fan experiences at Wimbledon. Lucy’s leadership and proven ability to grow and win business ensures that Fuse is set to build on this momentum.

Commenting on her appointment, Lucy said:

“It’s an incredible moment to join a company that’s charging forward with bold global expansion plans. The pace of growth and the ambition driving this journey makes it an exciting opportunity to build, scale and create impact worldwide. At Fuse, the team doesn't just set goals, they achieve them.” 

 

Louise Johnson added:

“Lucy’s experience, ambition and understanding of the industry make her a perfect choice to strengthen Fuse’s global strategy. Her proven track record of partnering with some of the leading blue-chip brands in sponsorship, driving business growth, and fostering an inclusive and innovative culture means she is well-positioned to support our global and local brands in delivering standout sponsorship solutions.”