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Tag: Havas Media Group

  • Havas Media Group delivers meaningful media engagement through new MX methodology

    Havas Media Group delivers meaningful media engagement through new MX methodology

    MUMBAI: A desire to respond to complexity and a need to rise above the “how” of data and look at the “why” of human insight lie at the heart of Mx, which stands for Media Experience, a new global operating system from Havas Media Group. Built on a thorough understanding of the consumer and combining a new process with advanced tools, Mx capitalizes upon the most Meaningful Media to build more Meaningful Brands.

    “The recent past shows media planning and buying as overly fixated on ‘platforms,’ ‘data,’ and ‘ad tech.’ These elements, while vital to success, must remain anchored in those truths that lie deep in the human language of consumers,” said Greg James, Global Chief Strategy Officer at Havas Media Group.      

    Thanks to a decade exploring Meaningful Brands, Havas Media knows that consumers grant brand loyalty only to those companies that relate to their motivations, behaviors, activities, and intent. Mx forges that connection because it focuses on media that matters most to consumers and lives at the crossroads of connection, context, and content.    

    “Brands today face enormous pressure to deliver growth. Mx allows us to drive effectiveness for our clients around the world by building meaningful connections creatively – and at scale,” said Peter Mears, Global CEO of Havas Media Group.

    In practice, the Mx system creates great media experiences through a four-tiered approach with a series of phases that carry through from client brief to business impact:

    1. INTELLIGENCE: Throughout the world, Havas Media deep dives into the cultural context, broad competitive set, a robust understanding of the right consumer, and each brand’s greatest assets to find the right consumer for growth. CONVERGED, Havas Media’s proprietary global identity–based audience planning platform, powers this effort.

    2. Mx BRIEF: Havas Media employs this critical new tool, the cornerstone of the Mx process, to improve the clarity, consistency, and creativity of its output, working with brands to build a systematized brief, consistent across its global network.

    3. Mx DEVELOPMENT: Havas Media then employs a new set of tools to make better-informed investment decisions by helping identify the right Meaningful Media partners. This new toolkit covers all major touchpoints and includes:
    • The Meaningful Digital Matrix, which uses 20 data points across connection, context, and content to make our digital choices more meaningful and impactful.
    • The Meaningful Rating Point, which factors in attention and loyalty, as well as audience size, to determine optimal television buys.

    4. MEASUREMENT: Using CONVERGED, Havas Media generates best-in-class modeling and optimization, with an eye toward innovation to help clients meet their growth targets, as well as greater accuracy in establishing and measuring KPIs.

    These four phases work across a single Mx system interface to ensure a seamless workflow. A final unique element of Mx worth noting is the unity between Havas Media Group and Havas Creative Group: the INTELLIGENCE phase is powered by the Meaningful Brand Idea, a shared methodology across creative and media campaigns that aligns within Havas Villages. 

    “We have had six years of practice in building successful Villages for integrated approaches to drive meaningful business change for our clients. Mx shines a light on the positive impact that human insights, paired with the appropriate tools, can have on brands,” comments Yannick Bolloré, Chairman & CEO of Havas Group and Chairman of Vivendi.
     

  • Havas Media Group doubles down on strategy with appointments from Nike and Sopexa

    Havas Media Group doubles down on strategy with appointments from Nike and Sopexa

    MUMBAI: Havas Media Group furthers its commitment to meaningful media with two new additions to its global team. Thomas Minc joins the media team as Managing Director, Global Strategy, and Ellen Zaleski as Managing Director, Global Insights. Both Minc and Zaleski report to Havas Media Group’s Global Chief Strategy Officer, Greg James. The duo will co-lead Havas Media Group’s ongoing initiative to translate data into tangiblenext steps through updates to processes, media metrics, and tools for the entire Group.

    Greg James comments: “I am excited about Thomas and Ellen joining the global media team, as we’ve seen a significant appetite from clients to return to the core of media—great insight, clear strategy and brilliant, hard-working media thinking. We’re looking at the bigger picture, keeping out of the weeds and re-focusing on media itself which is exactly what clients need in a complex landscape.”

    Zaleski joins Havas Media Group from footwear and apparel giant Nike, where she was Director of Consumer Knowledge. In her new role at Havas Media, Zaleski will work to build and further developthe insights-based services forHavas Media Group and its clients.

    Ellen Zaleski says: “This is an opportunity to redefine media for our teams, our clients, and the industry. Our commitment to meaningful media is enabling us to set new standards and goals, and to lead through innovation.”

    Thomas Minc first joined Havasin 2010, and over seven years worked in various roles, from Research Analyst up to VPGroup Directorleading Havas Sports & Entertainment. In 2016, he left to become Managing Director ofSopexa USA, a global integrated marketing agency.

    Minc will focus on the implementation of a new strategic planning process, support local and global strategy teams, andshare thought leadership across the Havas Media network and wider industry.

    Minc says: “It’s great to be returning to Havas, there’s been so much positive change—from the renewed focus on meaningful media to our increased attention on our ways of working and our culture. The progression is impressive, and this is just the beginning.”

  • [Podcast] Media Minds: Havas Media Group’s Anita Nayyar talks about the evolving ad industry

    [Podcast] Media Minds: Havas Media Group’s Anita Nayyar talks about the evolving ad industry

    MUMBAI: Havas Media Group is one of the most successful agencies in India right now. Having worked with a diverse bouquet of brands like OYO, Kohler, YepMe, Philips Lighting, DLF, and Reckitt Benckiser over the years, the agency owns a stronghold on the media and marketing industry.

    For the second episode of its podcast ‘Media Minds’, Indiantelevision.com met Havas Media Group CEO India and South East Asia Anita Nayyar and discussed with her the ever-changing dynamics of the advertising industry and the trends that are going to be the making and breaking points for it in the coming years.

    Speaking about the evolution that the advertising industry has seen, Nayyar shared, “We have come a long way as far as the advertising and marketing industry is concerned. If we look at today, we are instilling pride in indigenous content and really have the consumer as the focal point. Much more than just selling the products, we are promoting national integration.”

    She added, “This shift has also happened because there has been a change in the audience that we are talking to. Specifically, the millennials who have adapted to the internet really very fast.”

    Answering our question of whether brands should follow an integrated approach of advertising or keep their traditional and digital agencies separate, Nayyar mentioned that it is not the consumer who is looking at various media as different propositions but the brands. She emphasised that for the campaigns to be successful and interact in a holistic manner, integration is the right approach to follow.

    She also highlighted the key trends, including AR, VR, video, voice, etc., and how the brands can effectively leverage them for their campaigns.

    Listen to the complete interaction on the second episode of ‘Media Minds’ here:

  • Havas re-purposes 25 pc staff for data & programmatic; next phase in Feb

    Havas re-purposes 25 pc staff for data & programmatic; next phase in Feb

    MUMBAI: Havas Group has re-purposed over 25 per cent of its employees (5000 out of 20000) to become 100 per cent Programmatic through a new proprietary training programme that reinforces the together strategy and provides an uncommon foundation for all employees.

    The group now focuses both on data and programmatic, two key pillars for the future of the communications industry. Cent per cent programmatic is an internal certification program that enables all employees to integrate programmatic with confidence. It provides mastery (through knowledge), autonomy (through hands-on activities) and keys to purpose (through in-house Havas analysis), via a proprietary online learning platform called Havas University.

    Havas Group deputy CEO, group’s Spain chairman and media group CEO Alfonso RodésVilà explains, “Our vision is focused on the future. Programmatic is the new reality and whatever our role is, we must understand audiences, addressable content and personalized messages. Media will essentially become code – ones and zeros – and knowing how to approach this coded data will set us apart from the rest of the industry.”

    Havas Worldwide and Havas Creative Group global CEO Andrew Benett adds, “Programmatic is more than media. It reflects a total change in our industry and has vast implications for creativity as well. We have always used audience data and personalized messaging to drive creative solutions, and now we can do that through automation to achieve scale. It’s just as important for our creative teams to understand this as our media teams.”

    Havas Media Group  chief human resources officer Celine Merle-Beral,  “The program was built by a very passionate team who shared their expertise to help us step up our game and lead the way. This investment is part of Havas’ commitment to our people, to their personal development, and to our common future.”

    The program offers employees 8 to 10 hours of online courses with rich content including texts, videos, interviews, quizzes and forums, featuring Havas Group staff and technology partners.  The training programme offers three levels:

    · Fundamentals, covering programmatic language and concepts, and the impact on both Creative and Media

    · Advanced, including day-to-day applications, with adapted modules depending on position

    · Elite, focusing on strategic vision, programmatic leadership skills for community building and network development

    The impact on employees was real. Participants were surveyed for feedback and the results are overwhelming: 96 per cent of participants feel more confident speaking about programmatic. 97 per cent of participants feel that the content of this course was of greater value than what they can find on the internet. 97 per cent of participants recommend this training to their colleagues.

    100% Programmatic began with a pilot test of content between May and July for employees at Havas Media Group in 15 countries.  The first phase of programme rollout occurred in September for employees at both creative and media entities in more than 40 countries.  The next phase will be launched in February 2017 to expand its reach and results.

  • Havas re-purposes 25 pc staff for data & programmatic; next phase in Feb

    Havas re-purposes 25 pc staff for data & programmatic; next phase in Feb

    MUMBAI: Havas Group has re-purposed over 25 per cent of its employees (5000 out of 20000) to become 100 per cent Programmatic through a new proprietary training programme that reinforces the together strategy and provides an uncommon foundation for all employees.

    The group now focuses both on data and programmatic, two key pillars for the future of the communications industry. Cent per cent programmatic is an internal certification program that enables all employees to integrate programmatic with confidence. It provides mastery (through knowledge), autonomy (through hands-on activities) and keys to purpose (through in-house Havas analysis), via a proprietary online learning platform called Havas University.

    Havas Group deputy CEO, group’s Spain chairman and media group CEO Alfonso RodésVilà explains, “Our vision is focused on the future. Programmatic is the new reality and whatever our role is, we must understand audiences, addressable content and personalized messages. Media will essentially become code – ones and zeros – and knowing how to approach this coded data will set us apart from the rest of the industry.”

    Havas Worldwide and Havas Creative Group global CEO Andrew Benett adds, “Programmatic is more than media. It reflects a total change in our industry and has vast implications for creativity as well. We have always used audience data and personalized messaging to drive creative solutions, and now we can do that through automation to achieve scale. It’s just as important for our creative teams to understand this as our media teams.”

    Havas Media Group  chief human resources officer Celine Merle-Beral,  “The program was built by a very passionate team who shared their expertise to help us step up our game and lead the way. This investment is part of Havas’ commitment to our people, to their personal development, and to our common future.”

    The program offers employees 8 to 10 hours of online courses with rich content including texts, videos, interviews, quizzes and forums, featuring Havas Group staff and technology partners.  The training programme offers three levels:

    · Fundamentals, covering programmatic language and concepts, and the impact on both Creative and Media

    · Advanced, including day-to-day applications, with adapted modules depending on position

    · Elite, focusing on strategic vision, programmatic leadership skills for community building and network development

    The impact on employees was real. Participants were surveyed for feedback and the results are overwhelming: 96 per cent of participants feel more confident speaking about programmatic. 97 per cent of participants feel that the content of this course was of greater value than what they can find on the internet. 97 per cent of participants recommend this training to their colleagues.

    100% Programmatic began with a pilot test of content between May and July for employees at Havas Media Group in 15 countries.  The first phase of programme rollout occurred in September for employees at both creative and media entities in more than 40 countries.  The next phase will be launched in February 2017 to expand its reach and results.