Havas pushes integration & digital into media

The rebrand is supported by a new simplified structure that places its digital expertise and content marketing at the core of its operations

e4m by exchange4media Staff
Updated: Jan 19, 2013 9:15 PM
Havas pushes integration & digital into media

Havas has further simplified its brands and structure to create an innovative client focused media group. The newly created Havas Media Group will include all of Havas’ media agencies, consisting of Havas Media (operating in 126 markets), within which its media brand MPG and its digital brand Media Contacts 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’ creative division, Havas Creative Group (composed of the Havas Worldwide global network and Arnold Worldwide micro-network).

Alfonso Rodés, CEO, Havas Media Group, remarked, “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 center 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’ 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, alongside such as Cake (Paris, London, New York) Havas Event and Havas Productions.

To manage this new organization, the group has formed a new executive committee managed by Alfonso Rodés as CEO of Havas Media Group.  Dominique Delport, CEO of Havas Media France, is appointed as Global Managing Director for Havas Media Group. Reporting to Rodés, Delport 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.

To support this move, the Havas Media brand will be relaunched on January 24, 2013 with a new identity to reflect the tighter, more integrated organisational structure.

Commenting on the rebranding, Vishnu Mohan, CEO, Havas Media, Asia Pacific, said, “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.”

Anita Nayyar, CEO, Havas Media India, added here, “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 specialisation, 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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