No algorithm will replace the creative magic of humans: Yannick Bolloré
Bolloré, Chairman and CEO of Havas, on the ideal size for an agency, priorities for the year ahead and talent being the topmost consideration at Havas
Thirty-five-year-old Yannick Bolloré is the youngest global CEO among the holding agencies in the media domain. After graduating from Paris-Dauphine University, Bolloré had co-founded cinema production company WY Productions (Hell, YSL) in 2002. From 2006 to 2012, he was CEO at Bolloré Média, the audio-visual and press division of the Bolloré Group which includes the daily freesheet Direct Matin, advertising network Bolloré Intermedia, polling institute CSA, and TV channels Direct 8, Direct Star and Direct Cinéma. Under his leadership, Bolloré Media became the No. 1 independent audio-visual group in France.
In September 2011, he signed a deal to sell the Bolloré Média TV division to Canal+ in exchange for Vivendi shares for €465 million. Bolloré joined the Havas Group in 2011 when he was appointed Vice-President. In 2012, he was named Directeur Général Délégué and in 2013 Bolloré became Chairman of Havas. In January 2014, he assumed additional responsibility as CEO of the Group.
Yannick Bolloré speaks on the ideal size for an agency, priorities for the year ahead and talent being the topmost consideration at Havas. Here are excerpts from the conversation:
When you took over as CEO of Havas in early 2014, you had said, ‘We are big enough to manage global clients…but at the same time, not too big. We can still change and adapt. Our scale is ideal.’ Do you believe this still holds true or would mergers and acquisitions be at a higher priority in 2015?
I still strongly believe Havas’ scale is ideal. We are the fittest group in our industry today and our size is key to our current success. We will continue to follow our very cautious acquisition policy which gives priority to diversified and targeted agencies bringing value to all Havas stakeholders.
Do you aspire to take Havas to be among the top 3 media agencies worldwide in terms of size?
As long as you’re a global player scale doesn't matter - talent matters. Without talent we are nothing! But as a global player, it is important to maintain agility. If a company gets too big, it becomes slow to adapt to a changing environment.
Havas has invested in entertainment Universal Music Group and content (NewsCred) options as a way to carve a niche for itself in the hugely competitive media agency domain. How do you see this evolve in the future?
Consumers have never been thirstier for content than they are today and this means brands have never been in greater need to produce meaningful content. Our partnership with NewsCred is taking our content offering for our clients to a new level. The Global Music Data Alliance we have set-up with Universal will enable the billions of data points that UMG and its artists generate through music, ticket and merchandising sales, streaming, social media and airplay to be aggregated and contextually analysed by Havas’ world-class algorithmic and data scientists.
Through both these partnerships, Havas clients will be able to boost their content marketing capabilities to engage with consumers with greater relevancy, increased consistency, better efficiency and higher returns, at every step of the consumer journey. In the future, we will increasingly see that the borders between traditional disciplines of our industry and other sectors such as entertainment (music, cinema, fashion…) will be blurred.
The first Havas Village was established in Paris two-and-a-half years ago; since then, 25 more have been set up across the world, as part of a large-scale, global consolidation and rebranding effort by Havas. Has the Group benefited from this move?
Havas is the only comms group to have adopted a business model based on collaboration between media, digital and creative teams. This strategy is largely contributing to our sound growth. Havas Village is our promise to our customers that we can look beyond our individual identities and work together, create project groups, strive hand in hand and pool our expertise. In India Havas Villages exist in Delhi, Mumbai and Bangalore.
Can you share with us three aspects in which you think Havas can do better?
We strive for perfection but there is room for improvement in everything we do. Our top priority is the quality of service we provide to our clients and winning new business, I admit that we could possibly devote more time to submitting work to the international and local festivals that exist in our industry in order to win more awards and increase our creative reputation.
What are your priorities in leading the group globally and charting its growth strategy for 2015?
2014 was a particularly strong year for Havas and we are experiencing a positive momentum which allows us to approach 2015 with confidence. We are a people business; so continuing to invest in top talent is one of our priorities. We will also continue to drive our collaboration strategy throughout all our teams all over the world. Our client satisfaction rate is high, that Havas has made the right acquisitions, is continuing to attract talent and winning major pitches around the world. Havas is at an extremely positive moment in its history. Our challenge is to anticipate our clients’ needs and become a truly global business partner and not just a supplier. Optimizing synergies between the Havas and Bolloré groups is a big step towards this.
Where does India rank as a market for Havas? Any specific plans or direction for Havas India?
India is certainly a priority market for Havas and is constantly a top performing market in Asia Pacific. We are looking at and will see a lot more digital and mobile focus in India. Allow me to remind you that Havas is a digital and mobile at the core company.
Havas has recently stepped up its hiring of mathematicians such as data scientists and developers. How has this mix of creativity and math proved to be an advantage for Havas and its clients?
We are seeing the extent to which technology has disrupted our industry and it is crucial to make sense of all the available data and use it to help us ask and answer the simple, but larger strategic questions: what do we need, why do we need it and how do we get it? All this is changing the profile of communications group staff. We are seeing a new, more high-tech profile emerging – engineers, mathematicians and statisticians.
MFG Labs, a firm of specialists in social network engagement that we acquired last June, is a good example of these new profiles. The firm was founded by a team of world-renowned mathematicians, including a Fields Medal holder. Their teams work for our clients by analysing data posted on social networks and how it can be applied to the selling process and boosting conversion rates.
But we are still investing heavily in our creative people - no algorithm will replace the creative "magic" of humans!
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Abby Awards: Anupama Ramaswamy, Ashish Chakravarty, Rajdeepak Das named Jury Chairs
The Abby Awards will be held on the 29th, 30th and 31st of May during Goafest 2024
Anupama Ramaswamy, Chief Creative Officer, Havas Worldwide India, Ashish Chakravarty, Executive Director, and India Head of Creative, for McCann Worldgroup and Rajdeepak Das, Chief Creative Officer Publicis Groupe, South Asia and Chairman, Leo Burnett, South Asia, join as Jury Chair for Still Digital category, Audio category, and Film (below 1 minute) category respectively, at The Abby Awards 2024 powered by One Show.
Anupama Ramaswamy, Chief Creative Officer, Havas Worldwide India has been appointed Jury Chair of Abby Awards 2024 powered by One Show in the Still Digital category.
Ashish Chakravarty Executive Director, and India Head of Creative, for McCann Worldgroup
has been appointed Jury Chair of Abby Awards 2024 powered by One Show in Audio category.
Rajdeepak Das, Chief Creative Officer Publicis Groupe, South Asia and Chairman, Leo Burnett, South Asia has been appointed Jury Chair of Abby Awards 2024 powered by One Show in Film (below 1 minute)category.
“I have always believed that an award is as good as its jury. This year too, the Abby Awards powered by One Show have a stellar line up of both domestic and international luminaries as Jury Chairs, across 23 categories. Over the last 2 years the number of women jurors have been significant, and this year, with over one-thirds being women masters of their craft. To win recognition from such respected Jury Chairs is a matter of immense pride for the AdClub, the participating agencies and brands.” said Ajay Kakar, Chairperson, Awards Governing Council, Abby Awards 2024 powered by One Show and Managing Committee Member, The Advertising Club.
The Abby Awards will be held on the 29th, 30th, and 31st of May during Goafest 2024.
SharePriyagold unveils new campaign featuring Kiara Advani for Snakker biscuits
The campaign aims to build a strong connection with the Gen Z audience
Priyagold has come up with a new campaign to create curiosity around the new range of Snakker biscuits among the Gen Z audience.
“With the launch of the new biscuit, the brand innovatively coined the term ‘Snakk’ to strike a chord with the youth. Resonating with their interest, Priyagold aspires to make Snakker biscuits synonymous to snacks. The video features brand ambassador Kiara Advani to tap the interest of youngsters. The popularity of the actress, coupled with her active social media presence bodes well for establishing a strong connection with the Gen Z audience,” the company said in a release.
Through the video posted on the celebrity’s social media platform, the brand created curiosity by showcasing the actress involved in baking a cake with secret ingredients. This keeps the audience hooked by compelling them to guess the favorite snack of the actress. Ultimately, the brand launched the roll-out of a video by Kiara Advani revealing the launch of the Snakker biscuit.
For driving mileage around the campaign, the brand also roped in relatable comedy influencers to amplify awareness. In the process, humor and wittiness were infused to the campaign to foster deeper connection with the audience.
Speaking on the occasion, Mannas Agarwwal, Priyagold's Director, said, "The campaign is designed to appeal to Gen-Z audience and that is why we incorporated the term “Snakk” for Snakker Biscuit which has two meanings, one means a Snack to have when hungry and other is referred to someone who is attractive or appealing. It is very important that we do ad campaigns which appeal to the younger demographic because they are becoming our largest consumer segment.”
International travel jitters? Alia & Ranveer show the way in MakeMyTrip’s new films
The two-film campaign is conceptualized by creative agency Moonshot
MakeMyTrip has launched two new brand films featuring brand ambassadors Alia Bhatt and Ranveer Singh. These films showcase the simplicity and convenience of booking flights and hotels for international travel with MakeMyTrip, catering to both first-time international travellers and seasoned travellers, the company said in a release.
There is a lot to consider when choosing flights and hotels for international travel, which often leaves travellers with decision fatigue or uncertainty. Whether it is a traveller’s first international trip or yet another one, the two new brand films pick up unlikely scenarios to deliver the message of convenience.
Raj Rishi Singh, Chief Marketing Officer & Chief Business Officer - Corporate, MakeMyTrip said, “We at MakeMyTrip believe in making the world more accessible, one trip at a time. In the past few months, we have introduced a suite of tools, features and benefits, some of them industry-firsts, designed for every international traveller, be it a first-timer or a seasoned globetrotter. Our aim is to ensure that everyone can partake in these benefits, making their travel booking and post-sales experience seamless and enjoyable. Our new films highlight the value addition we bring to the table, demonstrating how MakeMyTrip can be a game-changer when it comes to international bookings.”
The first film presents Alia and Ranveer as a newlywed couple on their wedding night, still trying to find their footing with each other. The conversation veers towards both sharing their apprehensions about their “first-time”. As film unfolds, viewers find out that the ‘first-time’ in question is in fact their first time travelling internationally. As a solution, they turn to MakeMyTrip for their flight and hotel bookings, both taking on the planning/research responsibility equally and with great enthusiasm.
In the second film, viewers are drawn into the middle of a suspenseful scene – where Ranveer Singh, playing an international spy/agent, unearths the location of a most wanted person. When Alia Bhatt, his commanding officer, discloses that the mission is in London, Ranveer, with his humorous style, argues that the criminal should be let go as ‘he isn’t bad at heart’ to save himself an international trip. Alia’s character senses his apprehensions and introduces him to the MakeMyTrip international booking experience, highlighting its ease and tension-free experience.
This campaign was conceptualized by the creative agency, Moonshot and films have been written by Devaiah Bopanna, Puneet Chadha and Deep Joshi.
HUL advertising spends jump 23% in Q4FY24
The FMCG giants posted a net profit of Rs 2561 crore in Q4, a decline of 1.54%
FMCG giant Hindustan Unilever has posted a consolidated net profit of Rs 2561 crore for the quarter ended March 31, 2024, declining by 1.54% from Rs 2601 crore in the same quarter last year. The company posted net profit of Rs 2508 crore for the quarter ended December, 2023.
The company spent Rs 1616 crore on advertising and promotions in Q4FY24. The expense saw a jump of 23.26%. The company spent Rs 1311 crore on advertising in Q4FY23. For the quarter ended December 2023, the company's advertising and promotion expenses stood at Rs 1626 crore.
HUL also announced a key change in its management committee. The company appointed BP Biddappa as Executive Director, Human Resources and Chief People, Transformation and Sustainability Officer for South Asia. Biddappa will also join the HUL Board as a Whole Time Director, subject to shareholder approval. Anuradha Razdan, currently Executive Director, Human Resources, HUL and Chief HR Officer, South Asia will be appointed to a global role as Chief Reward & Organization Development Officer for Unilever from June 1, 2024.
Welcoming Biddappa back to India, Rohit Jawa, CEO and Managing Director, HUL said, “An accomplished HR leader with over three decades of experience, Biddappa comes with immense knowledge of transformation and organizational development. I am glad to welcome him to the HUL Leadership and I am confident that his able guidance and leadership will help transform the business to progress further on our future-fit agenda.”
Thanking Anuradha for her contribution to the business, Rohit said, “Anuradha is known for her ability to shape and deliver a strategic business-focused people agenda. She has played a key role in the HUL Leadership Team over the past five years. Her appointment to a senior leadership role for Unilever is yet another testimony to the powerhouse of talent we have in India.”
Can a sunset view be certified? Corona India has the answer
Conceptualized in partnership with Digitas India, part of Publicis Groupe India, the campaign enables luxury travellers to check out the sunset rating of iconic hotels
Corona India has launched a campaign to introduce its sunset view rating system for luxury hotel rooms. The system is now being piloted at a selection of luxury hotels including the CGH Brunton Boatyard, Niraamaya Surya Samudra and Brij Laxman Sagar located in Kochi, Kovalam and Pali respectively.
Corona’s unique campaign around stunning sunset views is set to capture every traveller’s heart. Conceptualized in partnership with Digitas India, part of Publicis Groupe India, the campaign enables luxury travellers to check out the sunset rating of iconic hotels across the country on CRED Escapes, a luxury travel platform for India’s 1%.
“With nearly 90% of people in cities spending their time indoors, the allure of sun tourism has been on the rise. Recognizing this trend, Corona India set out to create a unique solution—a sunset visual quality rating system akin to a Michelin Star for restaurants. This innovative approach guarantees travellers the opportunity to witness nature's wonder with certainty, transforming fleeting moments into cherished memories,” stated a press release.
“We all believe in taking a moment from our busy everyday lives to enjoy the beauty of sunsets. If a hotel room can guarantee impeccable service and a host of amenities, why can’t it promise a great sunset view? With The Corona Sunset View, we aim to forever reimagine how people experience sunsets - relaxing and unwinding with their friends and enjoying a cold Corona served with a lime,” said Vineet Sharma, Vice President Marketing & Trade Marketing, AB InBev India.
“We’ve all been to that one hotel where everything is perfect, and yet been disappointed with the sunset view after spending a considerable amount of time and money planning a holiday. The Corona Sunset View combines unique scientific data and predictive modelling to solve a real-world problem, ensuring that sunset seekers can enjoy their moments with certainty, and making Corona the reference point for the world’s most beautiful sunsets,” said Abraham Varughese, Chief Creative Officer, Digitas India.
Patanjali: A long history of controversial ads by the Baba Ramdev-owned company
The recent case is just one among many such controversial and politically incorrect ads by Patanjali
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Homegrown brand Patanjali, owned by Ramdev Baba and Acharya Balkrishna, has been rapped again by the Supreme Court for the size of its “apology” which was reportedly smaller than its contentious ads.
It all started in July 2022 when the company printed a large ad for Patanjali Wellness, disparaging Western medicine titled “Misconceptions spread by allopathy: Save yourself and the country from the misconceptions spread by pharma and medical industry.”
Attack on allopathy
In an elaborate print ad, Patanjali raised concerns about the "side effects" of allopathic drugs and claimed that its own medicines were backed with scientific research by India's sages like Charak, Sushrut, Dhanvantri and the eponymous Patanjali.
Talking about lifestyle diseases such as BP, diabetes, thyroid, eye-and-ear diseases, arthritis and other incurable diseases, the company claimed to offer "permanent relief" from the ailments.
Terming his remarks a "criminal act" under IPC section 499, in May 2022, IMA sent a Rs 1,000 crore defamation notice to Patanjali, demanding that Baba Ramdev apologise.
It filed a petition in the Supreme Court over the disparaging ad in August 2022. The first hearing on the matter happened in November 2023, when Patanjali was warned against using terms like "permanent relief" under the 1954 act to sell its products.
In January, an anonymous letter notified the Chief Justice of India about Patanjali's continued violation of its assurance to the court.
After pulling up the errant company, SC asked Patanjali to issue a printed apology, the size of which is the current bone of contention between the apex court and the company.
Patanjali has a long and chequered history of misleading ads much before the 2022 print advertisement.
Coronil ad
The Ayurvedic brand first squared off with the litigant—in February of 2021 when the coronavirus pandemic was at its zenith.
The yoga guru released a scientific research paper on the “first evidence-based medicine for COVID-19”, brand name Coronil launched by Patanjali.
The company claimed that the Coronil tablet received a certification from the Ayush Ministry as a COVID-19 treatment support as per the World Health Organization’s (WHO) certification scheme.
IMA expressed its shock over the “blatant lie of WHO certification.” WHO later clarified that it did not review the effectiveness of any traditional medicine for coronavirus.
'Fairness' cream ad
Patanjali courted controversy in January 2018 over a beauty cream ad, which listed dark complexion as a skin ailement. The company blamed the snafu on a translation issue, stating that the term Patanjali approved was "Skin Complications."
Cooking oil ad
Patanjali is perhaps the only company to invoke patriotism to sell its cooking oil brands when in August 2017, it bizarrely claimed that all profits from the products go to charity. The company urged "all patriotic Indians" to buy its cooking oil and perform their "patriotic duties."
Goafest 2024 to explore 'The Age of Adaptability'
The event is scheduled to take place from May 29-31 in Mumbai
The Advertising Agencies Association of India (AAAI) and The Advertising Club have announced that the theme for Goafest 2024 will be ‘The Age of Adaptability’.
The event, scheduled to take place from May 29-31 in Mumbai aims to highlight the resilience and innovative spirit of the advertising and marketing industries in an era defined by rapid change.
"The theme for Goafest 2024, 'The Age Of Adaptability', was chosen to reflect the current ethos of our industry. Adaptability is at the core of what we do - from adjusting to new media platforms to adopting innovative marketing strategies," said Jaideep Gandhi, Chairperson of the Goafest Organising Committee. "This festival will not only celebrate creativity but also the ability to pivot and thrive amidst challenges."
“This year, at Goafest 2024, our central theme 'The Age of Adaptability' has a chameleon as a mascot. The chameleon is a creature known for its remarkable adaptive prowess. Like the chameleon, which adjusts its colors to match its environment, our industry too must continuously evolve its strategies and creative approaches to thrive in changing landscapes. This year’s festival will celebrate and cultivate the chameleon-like ability to adapt swiftly and effectively, ensuring our practices remain on the cutting-edge of creativity and relevance. The Age Of Adaptability concept has been created and designed by the young and very talented team at Abnormal Design Studios," said Rohit Ohri, Chairperson Goafest Content Committee.