Havas start-up Bloom & friends wins the Euromillions account in France from Romance

FDJ United has given the Euromillions account in France to Bloom & friends, a creative agency in the Havas group, after a pitch between four agencies. The French trade titles Stratégies and CB News reported the win on 1 October. The previous agency was Romance, Stratégies says.

Bloom & friends will relaunch the Euromillions platform

The agency will rework the communication platform of Euromillions, the lottery game that FDJ United runs in France, and handle the brand’s next campaigns. CB News says the client chose its mix of creative work, data and artificial intelligence. Neither title gave the size of the budget or the date of the first campaign. The names of the other three agencies in the pitch were not published.

Sacha Lacroix, Delphine Drutel and Julien Saurin set up the agency in 2025

Bloom & friends started in 2025 with three co-founders: Sacha Lacroix, Delphine Drutel and Julien Saurin. Stratégies reports that it has grown from three people to about 15. It has won six of the eight pitches it entered in 2026.

The agency also runs social media for eight large clients, among them La Centrale, Meilleurtaux, Rent A Car, Cabaïa and Harmonie Mutuelle. Lacroix told Stratégies the market has given the agency a warm welcome. Drutel summed up its offer as data, creative strength and the speed of AI.

Havas has also grown its network in Warsaw

Outside France, Havas made Warsaw the base of Havas Market for e-commerce work for Central and Eastern Europe. Large accounts keep moving between groups, too: PepsiCo moved its global media to Publicis after 25 years with Omnicom.

Romance loses the account, while a 15-person agency adds one of the best-known game brands in France. FDJ United has not said when the first Bloom & friends work will run.