Havas pushes integration, digital strategy into media

21 Jan,2013

By A Correspondent

 

(L-R) Michel Sibony, Alfonso Rodes, Dominique Delport and Jordi Ustrell

Havas has announced another step forward with its integration strategy, simplifying its brands and structure.

 

The newly created ‘Havas Media Group’ will include all of Havas’s media agencies, consisting of Havas Media (operating in 126 markets, India included), within which its media brand MPG and its digital brand Media Contacts, also in India, will be fully incorporated and rebranded, and Arena Media (operating in 13 markets). The rebrand is supported by a new simplified structure that places its digital expertise and content marketing at the core of its operations. This move brings the media side of the business in line with the structure of Havas’s creative division, Havas Creative Group (composed of the Havas Worldwide global network and Arnold Worldwide micro-network).

 

Alfonso Rodes, Havas Media Group’s CEO, commented, “The explosion of digital media means that no one can afford to deliver a siloed approach to communications. This new media model integrates our digital expertise “at the core” of our organisation, promoting greater agility between all our teams and disciplines. It’s a simple yet progressive move that enables us to harness the digital transformation that has hit all types of media. By reorganising our teams, changing the lines of reporting and investing in building company-wide digital fluency, we put ourselves in a unique position in the industry. Our scale and simplicity allows us to present clients with a shared vision that meets consumer demand for more meaningful connections.”

 

The new media organisation allows Havas to continue its strategy to be the first major communications holding company to invest in establishing digital excellence at the centre of all its agencies around the world. The new structure will place its specialised units such as Artemis (the group’s global data management network), Mobext (mobile network), Socialyse (social media), and Affiperf (Havas’s global trading desk) so that they are more accessible to the teams from both Havas Media Group and Havas Creative Group.

 

On the content marketing side, Havas Sports & Entertainment will support this structure with its 36 international offices, India included. To support this move the Havas Media brand will be relaunched on January 24 with a new identity to reflect the tighter, more integrated organisational structure.

 

To manage this new organisation the group has formed a new executive committee managed by Mr Rodes. Dominique Delport, CEO of Havas Media France, is appointed as Global Managing Director Havas Media Group. Reporting to Mr Rodes, he will be in charge of the commercial activity for all countries and all brands, strategy, new business, digital integration and intelligence. Michel Sibony, “Global Head of Middle Office”, will manage all global planning and buying operations as well as the group’s digital and specialist offers. Jordi Ustrell, “Global Head of Back Office”, will oversee the global support services such as IT, HR, legal and finance

 

Mr Sibony said, “We need to guarantee our clients more consistency in every market and more speed in the delivery of this change to provide greater effectiveness and more efficiency when leveraging the new technological given by data management and technological platforms.”

 

Mr Delport explained, “Our clients need change and innovation more than ever because beyond media, digital affects any business with great opportunities but also potential disruption. Understanding the relationship between brands and consumers, especially for the growing digital generation, is essential. Our aim is to form a new company that lies at the intersection of the traditional international holding groups and the new style of innovative, digital companies. It’s an exciting challenge for our clients and our teams.”

 

Vishnu Mohan

Vishnu Mohan, CEO, Havas Media, Asia Pacific, added, “This rebranding couldn’t have been initiated at a better time from the Asia Pacific perspective. Clients in the region are looking for simplicity in agency structures and an integrated offering. The objective of our current rebranding is aligned to that expectation. The simplification of brands within our group furthers our aspiration of being the most agile and integrated agency group with digital at its core”.

 

Commenting on the development, Anita Nayyar, CEO, Havas Media India, observed, “Media is today an evolving ecosystem where only change is constant. Digital is fluid across every platform from traditional to new age, so the concept of ‘digital at core’ is vital. It is not ‘only’ specialization but the dynamics of integration and knowledge synergies that will exploit it to advantage. Brands are asking for integrated communications to differentiate themselves; they need responsive and analytical services. In India, digital is a reality or aspiration for every Indian. Our integrated service offerings of media, outdoor, digital and mobile with the new platform will be better leveraged to the benefit and delight of our customers.”

 

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