Havas restructures global media biz; places digital at the core

MUMBAI: Havas has announced rebranding and restructuring of its media business globally. Havas Media brand will be relaunched on 24 January with a new identity to reflect a tighter, more integrated organisational structure.

The France-headquartered agency network has created ‘Havas Media Group‘ which will include all of Havas‘ media agencies. Havas Media (operating in 126 markets) would consist of its media brand MPG, its digital brand Media Contacts and Arena Media, which operates in 13 markets.

The rebranding 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 (comprising the Havas Worldwide global network and Arnold Worldwide micro-network).

The new media organisation allows Havas to continue to invest in establishing digital excellence at the center of all its agencies around the world. The new structure will make 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) 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 organisation, the group has formed a new executive committee managed by Alfonso Rodés as the CEO of Havas Media Group. Dominique Delport, CEO of Havas Media France has been appointed global managing director for the Havas Media Group. He will report to Rodés, and will be in charge of the commercial activity for all countries and all brands, strategy, new business, digital integration and intelligence.

Michel Sibony, who is currently global head of middle office, will manage all global planning and buying operations as well as the group‘s digital and specialist offers. Global head of back office Jordi Ustrell will oversee the global support services such as IT, HR, legal and finance.

Rodés said, "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."

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."

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."

Havas Media Asia Pacific CEO Vishnu Mohan 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": adds Vishnu Mohan, CEO, Havas Media, Asia Pacific.

Havas Media India CEO Anita Nayyar said, "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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