Adrienne Cadena CEO
Adrienne Cadena CEO

Adrienne Cadena launched Havas Formula’s experiential arm, Havas Street, in 2006. For the past 17 years, she has played an instrumental role in driving Street’s dramatic growth and raising its profile to become one of the foremost activation agencies in the country. As CEO, she leads her group, providing guidance on diverse capabilities ranging from large-scale live events and mobile marketing tours to sampling campaigns, pop-ups and stunts.

Under Adrienne’s charge, Havas Street has executed activation programs for some of the world’s most revered brands, including Nike, Beam Suntory, PepsiCo, JPMorgan Chase, Heineken USA, and LEGO. A former PRWeek “40 Under 40 Award” winner, Adrienne is poised to drive the agency forward by inspiring her team to create meaningful experiences that have a positive impact on the community.

Alexis McCance Chief Financial Officer
Alexis McCance Chief Financial Officer

When she’s not busy working in her many Excel spreadsheets, Alexis McCance enjoys playing golf and camping with her husband and two kids. The only one at Havas Formula to have her own private mini-fridge—stocked with beverage essentials Diet Coke and wine—this D.C. transplant can be found starting her mornings with French Vanilla Coffee and occasionally raiding the Havas Formula snack bar as a substitute for lunch.

Alexis has more than 20 years’ experience in the operations field and is principally responsible for working with the presidents in strategic planning for Havas Formula, Havas Street, Havas ATTN, Havas Trust and Havas FORMULATIN. Joining Havas Formula in 1999, she currently oversees the agency’s operations, accounting, human resources, and IT departments. Additionally, she plays a key role in optimizing the company’s structure.

As one of Havas Formula’s longest-standing employees, Alexis has dedicated herself to expanding the company’s business and improving the overall efficiency of operations. In her time at Havas Formula, she has grown her department from two to a 15-person team, expanding the accounting department and bringing HR and IT in-house. She also plays an integral role in sustaining a vibrant company culture and is always prepared for a last-minute BBQ or happy hour.

John Marchini President
John Marchini President

John’s role at Havas Street has been constantly evolving since he joined the team in early 2016. Currently serving as an SVP, he helps to oversee the strategy and creative for client work while also advising the team in terms of the operations and logistics for client programming. Previously serving as the Operations Director for the division, John likes to stay involved, keeping an eye on the logistics including DOT regulations & compliance, leasing, and vendor management. Constantly seeking out cost and operational efficiencies for clients, Marchini also spearheads continuing education for the division which includes emerging trends and industry insights, along with ever changing regulations on the regional and national levels.

Over the course of his 15+ years in experiential marketing, he has worked on numerous national programs for clients including Hormel/MegaMex, KeVita (PepsiCo) and Beam Suntory. John has played an integral part in all facets of event activation from strategic planning and creative to in-the-field execution and management. With a focus on program logistics and operations, Marchini is constantly working with new technologies and vendors to ensure the consumer experience is as immersive and engaging as possible.

Currently living in El Segundo with his wife and two dogs, John can often be found in his woodshop where he crafts furniture, cutting boards, and other custom projects for friends and family. This inclination towards working with his hands has served him well in discussions with fabrication vendors as we build custom elements for our clients.

Victoria Armas Senior Vice President
Victoria Armas Senior Vice President

SoCal Native, Victoria Armas, bleeds Dodger blue and is a self-proclaimed music enthusiast. Mother of 2 children and 2 Frenchies, Victoria enjoys family time at the beach and has a ‘thing’ for seafood and sushi. She likes to stay active taking exercise classes in muy thai, pilates, and most recently sought out yoga to help provide some balance to her busy schedule.

Working in the industry for 12+ years, Victoria truly understands what it takes to be successful in the field. Her career in field marketing started with Red Bull Energy drink where she worked as a brand ambassador, quickly working her way up to market and regional manager roles supporting brands such as Miller Brewing Company, New Balance, and HobNob Wines.

Victoria joined Havas Street in 2010 and has played an integral role in the day-to-day field operations for one of Havas largest clients, Heineken USA. Her get-it-done attitude and process implementation helped to increase the agencies scope on the Heineken business that began as a regional program soon evolving to a national program for the brand portfolio.

Having grown up in a large family, Victoria works hard to foster a family environment within her field teams encouraging best practice sharing and collaborative efforts. Leading a national structure, Victoria always has her finger on the pulse of all market happenings, whether it be a traditional sampling event in a neighborhood sports bar or an onsite activation at Coachella.

As an AVP, Victoria supports clients by helping to ensure consistency across markets, execution strategy, best-in-class reporting, KPI tracking, and budget management.
Victoria’s scrappiness, solutions, persistence and hardworking ways have made her a trusted “go-to” for all national field programs.

Erika Ivey Vice President
Erika Ivey Vice President

With over 14+ years working in the field marketing and experiential industry, Erika understands what it takes to build impactful programs for her clients. The start of her career began with executing grassroots field marketing activations as a team lead to quickly being promoted to region manager roles to build major CPG brands such as vitaminwater, smartwater, NOS Energy and Keurig.

Since joining Havas Street in 2019 as an Account Director, Erika has played a pivotal role in the planning and execution of Covid-safe activations for her clients. Keeping a pulse on industry insights, continuously changing regional/national mandates and the implementation of rigorous brainstorms, Erika has been able to successfully design meaningful experiences by listening to the needs of her clients target consumers for brands including Farmer John, Farmland, Nature’s Bakery, Chase, Real Food From The Ground Up Snacks and LEGO. Thus, driving the business forward with these existing and newly cultivated relationships.

In her current VP role, Erika supports her clients by maintaining transparency with her clients through the development of their programs, which includes strategic planning, concept ideating, budget management, KPI tracking and industry leading reporting tactics.

When Erika isn’t grinding with her work family, she’s spending time with her husband, 3 children (two of which are twins) and 2 tuxedo cats. Erika enjoys family time playing in the outdoors, exploring new restaurants, catching a game at Dodgers stadium and hitting up a local music venue on her off-time. Finding balance between it all can prove to be challenging at times, but working with a supportive and well-structured team, makes the day-to-day more than manageable and rewarding when you see the fruits of your labor come to life.

Morgan Gibeaut Vice President
Morgan Gibeaut Vice President

Morgan Gibeaut brings over 15 years of comprehensive experience in agency operations, project management, office, and strategic workforce planning.

As the Vice President of Operations, she plays a pivotal role in driving efficiency, optimizing processes, and enhancing overall organizational performance. With a proven track record of success, Morgan has spearheaded numerous programs and initiatives alongside the leadership team resulting in streamlined processes, improved productivity, and key financial efficacies. She is known for her ability to develop and implement innovative solutions that address complex challenges while aligning with the company’s objectives.

Growing up and traveling the world in a military family, Morgan spent most of her childhood abroad. After her father’s retirement, Morgan settled in California where she graduated with a bachelor’s degree in Entrepreneurship and Small Business Management from Chico State. Currently living in San Diego, Morgan enjoys gardening, weekend brunches, and heading to the beach with her husband and daughter.

Mike Diaz Creative Director
Mike Diaz Creative Director

When he’s not immersed in his creative pursuits, Mike Diaz finds solace in exploring the vibrant streets of LA, embarking on outdoor adventures with his faithful canine companion, and immersing himself in his rich cultural heritage. As a true enthusiast of national parks, he often finds inspiration in the natural wonders he encounters.

With a robust decade-long career in design, art, and creative direction, Mike has cultivated a unique expertise in multicultural Gen-Z/Millennial marketing and experiential marketing. His professional journey includes impactful contributions to renowned brands such as Nike, JLC, HBO, AT&T, and Nike. Now, as a pivotal member of the Havas Street team, Mike leads a dynamic creative ensemble in conceptualizing and executing innovative marketing strategies and groundbreaking designs that redefine industry standards.

In his role as Creative Director, Mike collaborates closely with the CEO and president to develop award-winning ideas and cultivate a work culture that fosters and ignites creativity. His leadership extends beyond the boardroom as he leads a team dedicated to crafting memorable experiences that challenge convention and leave a lasting impact. Whether he’s shaping the future of experiential marketing or embarking on a spontaneous creative brainstorm, Mike’s passion for creativity and his commitment to excellence shine through in every endeavor.


Our strategic approach can be broken into ten service areas that enable us to create powerful stories about your brand and its products/services. Our intention is to create an emotional connection with target consumers at a time and place when it is most important to them, allowing your brand to achieve relevancy and differentiate itself from the competition.

Experimental Strategy & Creative

Disruptive and sticky experiences, structured to extend the conversation and build brand loyalists

Creative Design & Fabrication

Dedicated designer for experiential programs

Sponsorship Negotiations/Event Execution

Flawless execution with every detail considered providing maximum results

Budget Management

Detailed and accurate, maximizing savings and identifying reinvestment opportunties

PR & Social Integration

Seamless alignment with sister PR and Social divisions for 360 programming

Risk Management

Liability insurance, legal and direct hiring

Staffing & Training

Dedicated, in house recruiting team. Consistent brand messaging, PR + experiential

Venue / Vehicle Procurement & Permitting

Vetted components for the ideal consumer engagement

Logistics, Production & Operations

Extensive research and efficient planning

Reporting & Custom  Online Tools

Program specific online system to track engagements/metrics 

Strategic Approach

Drive Consumer Interest

Find the right consumer where they frequent and in right mind state
Create Brand Experience

Provide unique experience and incorporate shareable moments
Establish Emotional Connection

Keep it simple, yet clever and relevant. Become active participant with the brand
Become Brand Loyal

Drive sales, Increase brand awareness. Support locations, retail partners and/or customers
Influence Others

Influence consumers to make the switch. Share positive experience with new customers

Engagement Methods


In-Store Demos

Mobile Marketing Tours

Publicity Stunts

Guerrilla Street Teams

Sampling Programs

Pop Up Activations

Strategic Partnerships

Retail Support & Local Events

Large Scale Activations