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Main Feature Marketing Global

Expert Up Close: Alberto Canteli, CEO & Chairman of Havas Group

As the post-pandemic shapes the way where brands should go, MARKETECH APAC features a leader in the advertising industry to share with us what companies should do and improve upon after these unprecedented changes.

Originally from Asturias in the North of Spain and currently based in Dubai, MARKETECH APAC features Alberto Canteli, the chief executive officer for Havas Group in the Nordics, Central and Eastern Europe, Russia and the CommonWealth of Independent States, Turkey, the Middle East, as well as Southeast Asia, Korea & Japan. 

A truly-frequent flyer, Alberto joined the group in 2000, and he has been a key pillar on the international expansion of Havas Group during the first decade of the new millennium. 

In our conversation, Alberto mentioned that the pandemic has obliged us to be fully digital, to become fully technological, and to become much more flexible and ready for the next changes that are coming in the next decades.

“I think the pandemic has strengthened several values. I think what we all want is to build a future that is a bit more balanced, and a future that takes care of nature a bit more, a future that is focused more on health and well-being,” said Alberto on what brands should be aware of after the pandemic. 

On sustainability, Alberto commented, “The backbone of our core positioning is sustainability. We are a meaningful brand agency. This is how we position ourselves. We want to build a better world through the construction of brands as well as the construction of meaningful connections between brands and society.” 

In the interview, Alberto further discussed his insights on sustainability and purpose and how it goes hand in hand in running a business. 

Head on to Spotify to listen to the full conversation. 

If you are a marketing or tech leader who wants to share your industry journey and insights, email us at [email protected]

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Marketing Featured Global

Havas Health & You appoints Dan Rubin as president of Havas Health +

New York, USA – Havas Health & You (HH&Y), which unites all wholly-owned health communications networks of the Havas Group, has announced that industry veteran Dan Rubin has joined the network to become the new president of Havas Health +, its fully integrated experience agency.

Rubin will be working closely with the global executive leadership and the existing president and CCO Allison Ceraso to “shape the future vision” for Havas Health +, a fully integrated experience agency on the rise. According to the agency, it has had double-digit growth for the past 3 years, growing both HCP and DTC practices through new client wins and brand launches. 

Rubin brings to his new role more than 15 years of experience, having led teams and agencies in both the consumer and health categories while building purposeful partnerships for brands across diverse pharma and biotech businesses. Most recently, he served as president of 21GRAMS Gotham, one of the advertising arms of global health innovation company Real Chemistry. Rubin has also held several key roles at CDM NY, including managing partner and EVP and director of client services during his tenure in the industry. Rubin will be reporting to HH&Y Global CEO Donna Murphy.

“I am incredibly excited to be joining HH&Y; a company that I’ve long admired from afar. The network’s willingness to invest in innovation and take risks has kept the company on the cutting edge of health communications, and I’m thrilled to be a part of an organization that puts people at the centre of every action, decision, and idea,” said Rubin. 

“There’s a tremendous foundation to build off here; I look forward to driving what’s next for Havas Health & You, our clients, and ultimately the communities we serve,” he added.

Ceraso also commented, “Dan joins us with the same rigor, commitment to culture, and pursuit of “more” that is at the heart of our business. I’m thrilled to have a partner who embraces creativity and appreciates our role in the industry as innovators anchored in human centricity. With him on board, we continue to be poised for growth and success – both for our people and for our client partners.”

Meanwhile, Murphy, said that as a network, they continue to add new talent and skillsets every day that continue to allow them to offer the best possible service, partnership, and innovation to the leading health brands “of today and tomorrow.”

“We are thrilled to have someone of Dan’s experience and sense of purpose join our business. Dan brings not only deep category experience, but a true alignment and understanding of our mission, and deep sense of the importance of collective and individual health in this ever-important era,” said the global CEO. 

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Marketing Featured ANZ

Havas Group adds Frontier Australia to its global network

Australia – Havas Group has integrated Australia’s independent performance marketing agency, Frontier Australia, into its global performance marketing network, Edge Performance Network (EPN).

Over the past 20 years, Frontier Australia has been continually innovating and improving the way it utilises data and insights to develop campaign solutions for its clients. By leveraging both online and offline media alongside bespoke creative solutions, it has been delivering for local clients including Finder.com.au, Temple & Webster, Global Shop Direct, and BlueBet, as well as EPN international clients including Norton/Lifelock and Noom.

Havas Group said that Frontier Australia will continue using its brand locally while adding branding representatives to its EPN membership.

Yannick Bolloré, Havas Group’s chairman and CEO, said that Frontier Australia’s addition to their global network will provide localised performance marketing expertise and valuable insights across all channels for the EPN network and its extensive roster of global clients looking to expand into the Australian marketplace. 

“We are thrilled to officially welcome the Frontier Australia team to our Group,” added Bolloré.

Meanwhile, Steve Netzley, EPN’s CEO, said that they’ve had tremendous success partnering with Frontier Australia over the past few years, and the success they’ve enjoyed with them made their recent decision to formally add them into EPN an easy decision. 

“Australia is a very important territory globally for EPN and our clients, and Frontier Australia is the perfect complement to the other EPN agencies around the world both culturally and through their ability to deliver for our clients,” said Netzley.

Steven King, Frontier Australia’s co-CEO, commented that they can’t speak highly enough of the global EPN network, run by Netzley and his leadership team, and their commercial vision, entrepreneurial mindset and focus on delivering what is really important to clients is completely aligned with ours. 

“In them, we feel like we have found a true and trusted partner. Together, we very much look forward to continuing what has always been our priority – to grow our clients’ businesses and have a materially positive impact on their success,” said King.

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Marketing Featured Global

Havas Group jumps into the metaverse, partners with The Sandbox

Puteaux, France — Havas Group, a global communications agency based in France, has announced their jump to the metaverse by owning a virtual land property inside The Sandbox video game where it plans to inaugurate its first virtual village – the 69th Havas Village scheduled to open at the end of April 2022.

Using rich programming, exclusive content, connected animation and gamification, the real world and the virtual will be coming together in the metaverse to offer an immersive and augmented Havas Village experience. The agency will organise conferences, events, concerts, product launches through this virtual reality.

Havas Group’s role is to support brands in the development of their communication strategies. Havas believes that building a Havas Village in the metaverse will help brands launch successfully into this new virtual adventure and join forces to build a positive image, a meaningful reputation, and a powerful connection with gamer-consumers.

Yannick Bolloré, chairman and CEO of Havas Group, said that the metaverse provides a wealth of new media and new opportunities for the communications sector and for brands.

‘’Whether the aim is to create original and meaningful experiences, reach out to new target audiences, or simply reinforce an existing bond, the possibilities are practically endless. Havas Group can count on a cutting-edge team of metaverse experts to lead this new venture and expertly guide brands into and around these virtual worlds. Our new Havas Village will be a ‘meta- flagship’ for the Group, drawing all our engaged communities together in an enriched extension of our bricks-and-mortar Villages,” Bolloré said.

The new virtual Village will also include a recruitment service, a first in the field of human resources. Over the medium term, this virtual and immersive dimension will significantly enrich the employee experience, including the onboarding process. The Group is physically present in over 100 countries with 68 Villages.

Céline Merle-Beral, global chief HR officer at Havas Group, commented, “With Havas now a player in The Sandbox, we are banking on the metaverse because we are convinced of its potential in terms of accessing creative and innovative profiles, with highly sought-after skills ranging from tech to data. In doing so, the Group is enhancing its employer brand, offering an enriched candidate experience, and breaking new ground in our campus management strategy. The metaverse is a fantastic opportunity for us to attract tomorrow’s top talent.”

Last year, the Group launched Metaverse by Havas, a new consulting, creative and media offer, dedicated to brands that, in the metaverse, see opportunities to reinvent branding, storytelling, experience, audience targeting and revenue generation.

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Marketing Featured Global

Havas establishes dedicated customer experience network

United States – Havas Group, through its global advertising agency Havas Creative, has launched Havas CX – a new international-wide network dedicated to delivering brand experiences across the entire customer journey.

The new network brings together more than 1200 people from 20 of Havas Creative’s global agency groups and local agencies as well as additional CX specialists from across the Havas network, under a common structure and methodology.

Havas CX will span 18 major Havas Villages – Havas’ cross-functional sub-departments – around the world, with key hubs in London, Paris, New York, and Mumbai. Some of the agency groups that will be brought together are digital transformation services ekino and customer engagement agency Havas helia. It also unifies under one roof Havas’ newly launched customer experience firm BETC FullSix, and recently acquired digital engagement-focused Langoor, digital consultancy Gate One, and user experience services Think Design.

In a press statement, Havas said the CX network’s competitive advantage lies in its ability to combine a deep-rooted and newly coordinated CX expertise with Havas’ rich insights. Currently, Havas runs a number of proprietary indices, namely, its brand study Meaningful Brands, a prosumer report, and its X Index, which is a new barometer for measuring and managing customer experience.

The combination, Havas continued, provides the network with the ability to marry the technological and functional aspects of CX with its clients’ brand promise and the personal and cultural context devised from Havas and BETC’s consumer insights.

The component agencies’ branding will be updated to reflect the new network identity. Chairman and CEO Havas Group Yannick Bolloré believes that it is the right time to unify the agencies under one joined-up, global brand, having pursued an acquisition strategy of cutting-edge agencies in the customer engagement space over the recent years.

“In Havas CX, we believe we have the most comprehensive customer engagement proposition the industry has to offer – and it’s one we intend to continue to strengthen by hiring top talent and making further best-in-class acquisitions,” said Bolloré.

Global CEO of Havas Creative Chris Hirst added that in today’s time, customer experience is the bedrock on which a brand is built, where majority of a consumer’s experience of any brand won’t be through above-the-line advertising, but through their personal interactions with it. 

“As technology advances, almost any conceivable purchase is just a couple of clicks away, and the opportunities for brands to get it right or wrong, are manifold. CX is the new battleground, and the brands that get it right will win, and those that don’t will lose; it’s as simple as that,” he said.