Embrace disruptions to stay relevant in future, says Yannick Bolloré
At exchange4media- hosted IMPACT One-on-One, Vir Sanghvi and Havas' Yannick Bolloré talk about how media landscape has changed, the mistake of sitting in a comfort zone and how disruption should be treated as an opportunity, and not as a challenge
Bring together two industry legends on one platform, exchange4media hosted IMPACT One-on-One, which featured Yannick Bolloré, Chairman and Chief Executive Officer, Havas in conversation with Vir Sanghvi, Journalist, TV presenter, columnist, and author. The topic of conversation between the two legends was ‘The Future Talks’.
In a robust interaction with Sanghvi, Bolloré spoke about the origins of Havas Media, and that of the Bolloré Group. He shared historical anecdotes about the brand, and the values that it runs by.
Speaking about the future, and what his expectations of the future of the media landscape, he said, “In India, half of the population is below 25 years of age. Mobile and internet penetration are revolutionizing the way we do business. And, my take for the coming years is that the industry will be completely different.”
There is a need to embrace disruption in order to stay relevant in the future, he said. There are two times more media agencies now, as against the number that was 10 years ago. “We need to shift from deconsolidation to consolidation in the future. Agencies need to keep innovating to provide all solutions under one roof, and create an entire ecosystem for the client,” he pointed out.
Bolloré stressed on the need for collaboration and stated that it was one of the driving growth forces at Havas in the recent past. Since taking on the CEO role in January 2014 (he was 34-years-old at the time), Bolloré has pushed a “together” strategy to promote collaboration across Havas and continued the rollout of the company’s “village” concept that more closely aligns creative and media-buying staff.
“In every big conglomerate, the fight is not only with external competition. Sometimes the biggest rivalry is inside. My belief is that clients are expecting us to work together, for efficiencies, to meet their market requirements,” said Bollore.
“A physical manifestation of the collaboration agenda is in Havas Villages, which house all the agencies of the company,” he pointed out.
Stressing upon the agencies’ need to get their heads around technology, content and increasingly diverse talent, he stated that, content will be at the centre of it all. “We decided to change ourselves and invest into content, seeing it from a different point of view. For us, it is a huge priority. We are spending a lot of time with clients to see how their requirements can be addressed,” he said.
Sanghvi summarized the session by pointing out the key takeaways from the discussion. “We talked about the changes in media, and said that content will survive. Next, takeaway is never making the mistake of sitting in the comfort zone. If you want to grow, try and see who and what your worst nightmare is, and try to innovate and so that better than what you imagined to maintain and grow your competitive edge. Unless you embrace disruption, you won’t be able to survive it. Disruption should be treated as an opportunity, and not as a challenge.”
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