Marketing Featured ANZ

Rebecca Tos named Havas Media’s new managing partner, to lead Havas Market× division

Australia – Havas Media Group has named Rebecca Tos as its new managing partner, where she will lead the new Havas Market× business division, integrating customer experience, e-commerce, and data, working alongside paid media and content activation to help marketers find opportunities to engage consumers across the entire customer decision journey.

A seasoned CEO and marketer, Tos has been building and transforming businesses and brands both strategically and commercially for more than 23 years. She has previously held executive leadership roles, including leading 150 people as managing director of the Dentsu-owned Merkle group of performance, data, and tech businesses, and spent five years as CEO of Columbus. 

Since 2020, Tos has been an advisor to tech, digital and e-commerce companies, including Havas Media since last year.

Speaking on her new role, she stated that she feels energised every day to be working with the agency’s exceptional talent and clients to continue optimising customer experience throughout the e-commerce journey. 

“Customer and shopping experiences have become complex, personal and omnichannel. Leveraging our proprietary technology and expertise,  it’s incredibly rewarding, seeing the impact we have on customer conversion rates, experiences, and imperatively, our clients’ revenue and bottom line,” Tos said.

Meanwhile, Virginia Hyland, CEO of Havas Media Group expressed her optimism in appointing Tos in the role, stating that her deep expertise in ecommerce, customer experience, data, CRM, tech, and performance made her ideally suited to build on the agency’s momentum from 2022’s client work and growth.

“Havas Media’s focus is to answer the challenge marketers face in finding the best opportunity to engage with audiences, whether through ecommerce, content, or paid media. As we strive to be the agency partner that helps marketers operate with ease across the customer decision journey,” she said. 

Hyland added, “We have now moved our capability from optimising within [the] channel to engaging and influencing audiences across the customer decision journey. Rebecca’s passion and experience in the retail sector, has already enhanced the agency, bringing customer experience to the fore, combining ecommerce consulting, marketplaces, SEO, email marketing, CRO, as well as data and analytics.”

Technology Featured East Asia

DoubleVerify, Havas Media HK team up to establish pre-bid programmatic solutions 

Hong Kong – Digital media measurement company DoubleVerify has teamed up with agency Havas Media in Hong Kong to be its preferred partner on offering pre-bid brand suitability, fraud, contextual activation and viewability solutions.

The partnership comes months after DoubleVerify’s partnership with Havas Media in Australia.

To support the activation of DV solutions and enable understanding on verification and relevant market trends across the agency, the digital teams at Havas Media Group Hong Kong are currently enrolled in DV University (DVU) with the aim of achieving agency-wide certification by end 2022. 

DVU is a self-guided online training and certification platform which includes standard onboarding training of the DV advertiser suite. This will empower the teams in Havas Media Group to leverage DV’s actionable insights to effectively achieve their digital campaign objectives. 

Jeremy Chang, enterprise sales director at DoubleVerify, said, “We are thrilled to be the exclusive programmatic verification partner for Havas Media Group in Hong Kong. Through this partnership, we are helping Havas Media Group’s clients drive quality and performance in the post-cookie era, without sacrificing consumer privacy, by aligning advertising with high quality, relevant content.”

Meanwhile, Louis Ng, head of programmatic at Havas Media Group Hong Kong, commented, “To invest in the most meaningful media, we should think about how we set a high standard for ensuring media quality within the complex digital environment. Our partnership with DoubleVerify allows our clients to further protect their investments and actively drive media quality and effectiveness by tapping into DoubleVerify’s expertise in programmatic solutions.”

Marketing Featured Southeast Asia

Far East Organization hands media mandate to Arena Media

Singapore – Far East Organization, Singapore‘s largest private property developer, has handed its media mandate to Arena Media Singapore following a rigorous business review process. Arena Media replaces PHD Singapore, the previous incumbent agency. 

As media agency on record for the organization, Arena Media will oversee the account’s media planning and buying for traditional media, as well as support its performance marketing strategy. These responsibilities cover Far East Organization’s diversified portfolio of businesses spanning residential, hospitality, retail, commercial, and industrial segments as well as the Agape Business Group, comprising Store-Y, a self-storage facility, Agape Laundry, and social enterprise Agape Services. 

Leroy Lim, general manager of Arena Media Singapore, attributed the win to the agency’s expertise in “creating meaningful experiences using creativity, media and technology.” 

“We are honoured to be working with Far East Organization and look forward to driving greater growth and enrichment together through our data-driven digital-first strategies,” said Lim. 

Arena Media is part of the Havas Media Group. In June, Lim was appointed to the GM position.

Marketing Featured Southeast Asia

Havas Media Group launches e-commerce offering ‘Havas Market’ in Singapore

Singapore – Havas Media Group, the media arm of global marketing and communications group Havas, has launched its strategic full-service e-commerce offering ‘Havas Market’ in Singapore. The move follows the agency’s recent appointment of Prayarana as head of e-commerce. 

Designed to create a more meaningful shopping experience for consumers, Havas Market provides an end-to-end solution that aims to support clients looking to transform their commerce approach in order to reach an engaged audience across a highly competitive category. 

Moreover, Havas Market will provide a comprehensive understanding and analysis into the brand’s e-commerce environment, including marketplaces such as Amazon, Lazada, Shopee, TMALL,, and Social Commerce, as well as D2C, and eRetail. This approach will be guided by Havas Media Group’s unique Mx process that uses connection, context and content to create the most meaningful experience for a consumer.

Through the new offering, Prayarana will be helping unlock and support clients in the marketplace space, and will be reporting to Deanson Lee, executive director of digital strategy and client solutions at Havas Media Group.

Prayarana said, “Brands need to continuously evolve to win in today’s e-commerce space. I look forward to leveraging my past experience and Havas Market’s capabilities to future proof and transform our client’s businesses.”

Meanwhile, Lee noted, “The e-commerce space in Singapore has seen tremendous growth with a shift in shopping behaviour post-pandemic. I am confident that under Prayarana’s stewardship, Havas Market will help clients drive sales across the full shopping ecosystem to optimise their e-retail businesses.”

Marketing Featured Global

Teads, Havas Media Group release research on link between content engagement, ad attention

New York, USA – Global media platform Teads and Havas Media Group have released the results of ‘Project Trinity’, a collaborative research study, which was announced in 2021, that explored the drivers of user engagement in publisher environments, providing metrics and analysis to create a virtuous circle for digital advertising that balances the needs of publishers, advertisers and readers.

The research found that readers pay more attention to advertisements when they are engaged in the content the ad is placed within, with articles generating nearly 600% more attention than subcategory pages and 160% more than homepages. Ads placed in the centre of the screen on mobile received 25% more attention than ads on the side of the screen. 

Moreover, the research has revealed that ‘ad clutter’ weakens attention, with sports sites delivering twice the quantity of ads per screen, but only generating half as much attention per ad when compared to news sites. It also found a 20% balance between ads and content optimised user attention and limits the perception of clutter, suggesting that one larger ad over multiple smaller ones is more effective in garnering reader attention.

Jon Waite, Havas Media Group’s global head of activation, shared that they are committed to delivering meaningful media that connects with audiences in a specific context where a brand’s message can be effectively delivered.

“Project Trinity validates our philosophy that meaningful media experiences start with great user engagement, providing analysis for brands to deploy media investment in content that engages consumers and for publishers to create a sustainable digital ecosystem where the presence of ads enhances the user’s experience,” said Waite.

The study used eye-tracking and behavioural data passively collected from more than 2,000 US and UK panellists by Lumen Research in 2018, measuring engagement with content by a user’s dwell time per screen and scroll speed. Comparing site categories, the analysis found that news, science and sports websites generated the greatest user engagement. The news was the best performing category for time spent watching ads across gender and age groups, validating brands’ ability to both support quality journalism and forge meaningful connections with consumers through their media investment.

Caroline Hugonenc, Teads’ SVP of research and insights, said that Project Trinity should be a clear marker that the quality of attention an ad receives is as much of a driver of advertising outcomes as the raw volume. 

“The user engagement with the content is clearly impacting the attention level on the ad and therefore creating value for our ecosystem. As we start to build out models for buying attention, it’s important that both buy-side and sell-side are aligning on delivering great user experiences that will benefit the full trinity of advertiser, publisher and user,” added Hugonenc.

Marketing Featured Southeast Asia

Havas Media Group appoints Leroy Lim as GM of Arena Media

Singapore Havas Media Group has officially appointed the General Manager of Arena Media Singapore, Leroy Lim. In his role, he will lead the agency’s integrated & digital media operations, agile communication planning approach, data proposition and new business. 

Lim is tasked to build on this momentum to chart an impactful growth story for Arena Media, under the leadership of Russell Lai, newly appointed Chief Commercial Officer of Havas Media Group. 

Havas Media Group’s Chief Commercial Officer, Russell Lai, said, “Arena Media is autonomous in its innovation and vision but fully integrated with our capabilities on a group level. I am confident Leroy will continue its great track-record in tackling marketing and communications through technology and a different perspective.” 

On the regional front, Lim continues to drive the regional growth and international business of the group, through the deployment of Media Experience (MX) planning framework. An approach that facilitates clients in building meaningful brands through media experiences. It was a role which he took on when he first joined the agency and will continue to drive this function under the stewardship of Jacqui Lim, CEO of Havas Media Group & Chief Growth Officer (SEA & North Asia) of Havas Group. 

Jacqui Lim, CEO of Havas Media Group and chief growth officer (SEA & North Asia) of Havas Group, commented, “Leroy has been a strong asset for our group across both local and regional businesses. And it’s always heartening to see our talent in the group flourishing and stepping up to bigger opportunities while still working as one under the multi-agency and multi-disciplinary Havas Village. We’re all looking forward to writing the new chapter together as a leadership collective.” 

According to Lim, Arena Media has always differentiated itself with its data driven expertise and digital first strategies. Embedded in this vision are the commitments of relevance, performance, transparency and proprietary data curation for clients. “I’m looking forward to working alongside my teams and the rest of the Havas Village disciplines to deliver further growth and great results for our business,” added Lim.

Marketing Featured ANZ

Havas Media Group to first activate DoubleVerify’s propriety metric amongst media agencies in AU

Sydney, Australia – Havas Media Group, the media arm of global marketing and communications group Havas, has become the first media agency in Australia to activate digital media measurement, data, and analytics platform DoubleVerify‘s (DV) Authentic Ad™ metric as the default measurement currency across client campaigns.

The DV Authentic Ad™ is a proprietary, MRC-accredited metric that ensures an ad is fully viewed, by a real person, in a brand-safe environment, within the intended geography. It gives advertisers clarity and confidence in their digital investments and creates actionable insights to drive performance optimisation.

The initiative is designed to maximise the cross-channel digital investments of the brands Havas serves and drive superior campaign outcomes. In order to support the activation of DV Authentic Ad™ as standard practice across the agency, the digital teams at Havas Media Group Australia are currently enrolled in DV University (DVU), with the aim of achieving agency-wide certification by the end of the first quarter in 2022. DVU is a self-guided online training and certification platform which includes standard onboarding training of the DV Advertiser’s Suite. 

This will empower the teams in Havas Media Group to leverage DV’s actionable insights to effectively achieve their digital campaign objectives, which is seeing Havas Media Group implementing DV Authentic Ad™ Measurement across every client, every campaign, and every channel by default, though clients may opt out if desired. 

Kevin Fernandes, Havas Media Group’s head of data solutions and adtech, shared that they have taken the unprecedented step to deploy DoubleVerify’s measurement solution as a standard to protect their clients’ investments, and also improve the media experience by actively driving media quality and effectiveness.

“We’ve already been able to use insights from DoubleVerify to make fundamental shifts to campaign variables, such as formats and publishers – which has significantly increased campaign outcomes,” said Fernandes. 

Meanwhile, Sophia Warren, DoubleVerify’s client strategy director for ANZ, noted that Havas Media Group’s clients will be protected from wasted investments and unsuitable content, while the agency will be able to optimise media spend using their campaign insights. 

“Effective optimisation of media is critical to address increased media fragmentation and a decline in consumer trust, resulting from concerns around data privacy, fake news and high-profile brand suitability incidents,” said Warren.

Marketing Featured Southeast Asia

Jay Lim appointed as new COO for Havas Media Group PH

Manila, Philippines – Integrated communications company Havas Ortega in the Philippines has appointed Jay Lim as its newest chief operating officer for Havas Media Group in the country. Said appointment took effect on 1 February this year.

Through his new role, Lim will be responsible for the continued growth of the Havas Media and Arena Media brands of the Havas Media Group. He will also contribute to the introduction of new products and services in 2022 and beyond.

In addition, he will be reporting directly to Hermie De Leon, currently Havas Media Group’s chief executive officer and Havas Ortega’s managing partner.

He brings into the company two decades of experience in strategy, analytics, and client management, where his most recent previous role was being the general manager and chief media officer at Publicis Media.

During his stint at Publicis Media for the past five years, he has built a track record of leading its agency brands with transformational changes that led to business growth.

De Leon also announced that Lim’s appointment is part of the transition plan the agency has put in place to ensure business continuity as she prepares for her eventual retirement late this year.

“I look forward to working closely with Jay as we collaborate on bringing the Havas Media Group to greater heights. His brand of leadership and experience in strategy and analytics is a huge asset to us as we create meaningful media experiences for our clients and brands,” De Leon said.

Meanwhile, Jos Ortega, CEO at the Havas Ortega Group, commented, “Jay will bring a fresh perspective to the agency as we elevate our position in a rapidly changing media environment. He will definitely play a key role in helping us achieve our mission of creating a meaningful difference to brands, to businesses, and to people.”

Marketing Featured ANZ

Energy provider Momentum Energy spreads out ‘bottles of happiness’ in latest stunt

Melbourne, Australia – As the city of Victoria emerges from its lockdown due to COVID-19, energy provider Momentum Energy has rolled out its newest campaign with creative agency Havas Media, which ‘takes over’ Flinders Street Station with human-sized ‘bottles of happiness’.

The campaign encourages Melbourne commuters to ‘Get Happy’, created by Momentum Energy’s in-house creative team, in which the human-sized bottles contain happiness-inducing content at Flinders Street Station, supported across multiple touch points including radio, OOH, online video, digital and social.

Said bottles are classified to the following: one jar contains ‘wishing stars’ that come with a ‘supanova-free guarantee’. Meanwhile, the second is a party pack of brightly colored ‘rainbow seeds’ for those who’d like to grow their own organic, full-spectrum rainbow, and lastly, the third is an 80% unicorn and 20% acrylic blend of ‘warm fuzzies’ to provide relief from 2021.

Furthermore, the campaign will take on a digital form where through bespoke display medium rectangle ads (MRECs) the designs of the human-sized bottles and their corresponding creative content will be shown to ‘spark joy’ as well as social content showcasing how people can make their own DIY ‘bottles of happiness’ at home.

According to the company, they believe that Australians not only deserve a boost of happiness as they venture out again, but that their choice of power company should make them feel good too.

Kate Lightfoot, creative lead at Momentum Energy stated, “We’re stoked to welcome people back to the city with these giant jars of imaginary nonsense. Walking around them makes you feel like a kid again and they’re an impactful reminder that Momentum is here to help Victorians get happy.”

The human-sized bottles are designed to evoke a delightful sense of childlike wonder and excitement, while reminding passers-by they can get similar happy vibes from their choice of power company.

Meanwhile, Sarah Cook, associate account director at Havas Media Melbourne, commented, “Our timing with the station domination is impeccable. It’s a great feeling to help spread some happiness and bring a smile to everyone venturing out via Flinders Street Station and reclaiming the love for our city.

Marketing Featured ANZ

Havas Media Group unveils appointment for newly created role ad operations director

Australia – Havas Media Group in Australia, the media arm of global marketing and communications group Havas, has announced the appointment of Carolyn Keegan, to assume the newly created role of ad operations director.

The new role will see Keegan ensuring best practices across data and ad operational capabilities for Havas Media’s overall clients. She will be working alongside the digital account team and clients, and will be leading a team of specialists, ensuring high standards around campaign management, as well as helping clients understand the value of data as they drive growth.

Prior to joining Havas Media Group, Keegan worked as the team lead of campaign operations at media company Nine. She also worked as the senior campaign manager at independent women’s media group Mamamia, and in an earlier stint at Nine, she held various roles, spanning advertising sales, campaigns, and audience, as well as programmatic and technical operations. 

“I look forward to working alongside Kevin and the digital team at Havas Media, as we continue to build on existing data capabilities and ensure a seamless experience for our clients. I am incredibly excited about the opportunity to step into this role and join such a dynamic agency,” commented Keegan, regarding her appointment.

Meanwhile, Kevin Fernandes, Havas Media’s head of products, shared that in the past year, they have made massive strides as an agency to refocus on the importance of keeping consumers at the heart of all media experiences, and this has led to even more important reasoning around how data sits across all their brands. 

“Carolyn’s vast experience and meticulous work ethic will not only help accelerate the digital transformation clients are demanding, but it will also help tick every box when it comes to best in class and secure management of our client’s data assets. We’re all excited to have Carolyn onboard,” said Fernandes.

In May this year, Havas Media Group also announced the elevation of Francis Coady to the newly created role of chief marketing officer. He was tasked to lead all internal and external marketing and communications, and existing client and new business relations, as well as overseeing creative content media campaigns.