Tag: Havas Red

Manila, Philippines – Havas Ortega has appointed Alex Pastor as the new head of Havas Red Philippines, reinforcing its commitment to strengthening its PR capabilities and driving innovation in the communications landscape. 

This strategic move marks a significant step in elevating Havas Red Philippines’ position, delivering dynamic solutions, and fostering meaningful connections for clients. 

Under Pastor’s leadership, Havas Red aims to push the boundaries of creativity and innovation while maintaining its commitment to excellence. The agency plans to adapt to the evolving media landscape, leverage digital advancements, and integrate data-driven insights to craft more effective communication strategies. 

At a time when public relations is crucial in shaping public perception and fostering brand loyalty, this leadership transition positions Havas Red for sustained success.

Guided by Pastor’s leadership, a key priority will be strengthening Havas Red’s digital presence, acknowledging the increasing influence of online platforms in consumer engagement. The team will focus on integrating social media strategies, content marketing, and influencer collaborations into its services. This comprehensive approach will not only expand brand visibility but also strengthen connections between brands and their audiences.

Moreover, Havas Red will align its strategies with contemporary values emphasising social responsibility and authenticity. Modern consumers seek brands that reflect their values and make positive contributions to society. Through authentic storytelling and brand transparency, Havas Red aims to build lasting trust and loyalty among consumers. 

Speaking on Alex’s appointment, Jos Ortega, chairman and CEO at Havas Ortega Group, said, “With over two decades of experience in public relations, corporate communications, and media, Alex Pastor has a proven ability to navigate complex challenges and develop impactful strategies that engage diverse audiences.”

He added, “With distinct PR offerings such as SWAY Influencer Marketing, Red Impact Sustainability, and PEAKS Executive Branding, along with a strong new business pipeline, I believe Alex will propel the Havas Red brand to its next phase of growth in the Philippines.”

Meanwhile, Jay Lim, chief operating officer at Havas Media Network Philippines, commented, “In line with these strategic goals, Alex Pastor will also focus on expanding Havas Red’s client portfolio, exploring opportunities across key industries such as technology, healthcare, and sustainability to develop tailored communication strategies that address sector-specific needs.”

The appointment of Alex Pastor highlights Havas Ortega’s commitment to enhancing its PR capabilities through innovation, collaboration, digital transformation, and authenticity. With this strategic leadership shift, Havas Red is well-positioned to navigate the evolving market landscape in the Philippines and redefine excellence in public relations. As the agency continues to set new industry benchmarks and drive impactful brand communications, the future looks promising.

Philippines – HAVAS Red, the PR division of HAVAS Ortega, has introduced ‘Red Impact,’ a new global communications platform designed to integrate environmental, social, and governance (ESG) strategies. 

Red Impact reinforces HAVAS Ortega’s legacy of creating a meaningful difference by delivering purpose-driven communications that inspire brands and organisations to drive lasting, positive change.

Jos Ortega, CEO of HAVAS Ortega, commented, “With Red Impact, we aim to ignite real change. Sustainability isn’t just a trend—it’s a necessity for future-proofing businesses. Our mission is to guide brands in creating meaningful impact that not only stimulates growth but also benefits society as a whole.”

Jeuls Hermosisima, head of Red Impact, added, “We’re excited to help brands and organisations transform their pledges into progress. By leading with purpose, we hope to build a more sustainable legacy for generations to come.”

Red Impact was officially launched at the inaugural La Conférence Bleue, a sustainability summit organised by the French Chamber of Commerce and Industry in the Philippines (CCI France-Philippines). As a key partner of the event, Red Impact played a vital role in shaping the summit’s theme and program, focused on sharing the sustainability journeys of diverse organisations.

Japan – Global PR agency HAVAS Red (formerly Red HAVAS) has expanded its footprint in Asia Pacific with the launch of a new office in Japan, further enhancing its merged media capabilities and broadening its service offerings in the region.

The launch of HAVAS Red’s new Japan office follows the network’s regional expansion last November, when it acquired a majority stake in PR Pundit, one of India’s leading PR consultancy firms, now operating as PR Pundit HAVAS Red.

Masashi Kitaichi will take on the role of managing director, leading the newly launched Japan office.

Speaking about the expansion, Kitaichi said, “We’ve been fortunate to work already with a wonderful portfolio of clients at the HAVAS Village in Japan. Now, by expanding to become HAVAS Red Japan, we are poised to be even more powerful and integrated partners for these clients on everything from social media to experiential to public relations.” 

Darrell Nelson, CEO of HAVAS Japan, also commented, “HAVAS Japan has seen significant growth over the last 3 years, and by launching Havas Red in Japan with Masashi leading the capability, we are not only expanding our service offerings but also positioning ourselves to better meet the specific demands of this market.” 

“With the addition of comprehensive PR capabilities, we can deliver more integrated and impactful solutions that resonate with local audiences while aligning with global standards. This strategic move ensures that HAVAS Japan is even more equipped to drive meaningful connections for our clients, making us a stronger partner in their growth and success,” he added. 

The addition of the Japan office expands HAVAS Red’s merged media capabilities to a total of 19 markets globally.

Earlier this year, HAVAS Red marked its second market entry in Africa with the launch of an office in Ivory Coast. In addition to Japan, India, and Ivory Coast, the agency has operating offices in Australia, China, France, Germany, Indonesia, Italy, the Middle East (U.A.E., Saudi Arabia, and Oman), the Philippines, Singapore, South Africa, Spain, the U.K., the U.S., and Vietnam.

James Wright, global CEO of HAVAS Red and global chairman of HAVAS PR Network, shared, “Bigger, better, bolder, and more borderless—that’s how HAVAS Red continues to grow each year. Expanding into India and Africa last year was a significant milestone for us, opening doors to very exciting regions. Now we’re thrilled to extend our footprint into Japan, where our HAVAS colleagues are already delivering groundbreaking work with iconic clients, and we look forward to providing enhanced PR and social support to continue driving innovation and excellence.” 

Meanwhile, Rana Barua, Group CEO of HAVAS India, Southeast and North Asia, commented, “Japan is a key market for HAVAS, and enhancing our capabilities here is central to our One Asia strategy. By broadening our reach and engaging with one of the world’s most dynamic and progressive audiences, we are reinforcing our commitment to creating meaningful connections and delivering impactful narratives.”   

In August 2024, HAVAS Red launched Industry by HAVAS Red, a comprehensive communications service aimed at helping B2B clients build meaningful connections across their value chain. Other key offerings include Peaks (executive branding), SWAY (influencer marketing), Red Impact (ESG and sustainability), Health by HAVAS Red (health and wellness), and Red Connect (B2B content marketing).

Manila, Philippines – Many Filipinos now find themselves gravitated towards their respective online communities than engaging with traditional and real-life communities–highlighting how social media algorithms hold immense power in shaping communities. This is according to the latest Filipino-centric whitepaper from SWAY by HAVAS Red, the newly-launched influencer marketing arm of the agency.

According to the paper, the democratising power of social media has enabled ordinary individuals to become key opinion leaders when immersed in the right niche groups. These authentic engagements inspire people to adopt alternative perspectives, fostering a culture of openness and acceptance.

The whitepaper was launched during HAVAS Red Philippines’ ‘Red Sky Dialogues’ session, a roundtable designed to nurture deep relationships with media professionals by sharing the latest market insights.

Present during the session were Phil Tiongson, head of marketing experience and director for data science at HAVAS Ortega; Dayniel Garcia, head of SWAY by HAVAS Red Philippines; Jos Ortega, CEO at Havas Ortega and general manager of HAVAS Red Philippines; and Gian dela Cruz, director of marketing experience strategy and intelligence at HAVAS Ortega.

Garcia emphasised the importance of understanding these niche communities, stating “Filipinos’ values of pakikiisa (solidarity) and pakikisama (companionship), when complemented with digital technology, have created a welcoming environment for new subcultures. Brands that genuinely recognize and engage with these groups can forge stronger connections with their audiences.”

Meanwhile, de la Cruz noted how social media algorithms hold immense power in shaping communities. “Digitalisation has resulted in Filipinos valuing their relationships in online spaces rather than real-life communities, like religious and political affiliations. In fact, 65% of Filipino Prosumers say that they identify better with their chosen communities than their traditional, IRL exposure.”

Lastly, Ortega commented, “Brands have always been operating in a dynamic landscape. These modern times call for them to see how their corporate values resonate with the various communities they would like to build a meaningful connection with. It is imperative that brands walk the talk, as 89% of Filipino Prosumers believe that when corporations take a stand, it must be complemented with concrete actions.”

Singapore – HAVAS Red, the global merged media micro network, launched its The first ‘The State of the Influencer in 2024: A Client’s Perspective’ whitepaper. The report shows that consumers prefer influencers more than traditional media, and the video content is the most effective strategy in influencer marketing. 

The report notes that more than 97% of brands identify content creators as influencers, demonstrating the democratisation of influence. This emphasises how influencers are no longer limited to traditional celebrities and ushers in a new era in which everyone can have influence.

Influencers are also using social proof to increase engagement, which gives brands lots of chances to use influencer marketing techniques targeted at relevant and targeted audiences. This strategy can increase brand conversions and engagement levels. 92% of brands believe that cultivating long-term relationships with influencers is more valuable than short-term collaborations, and 31% of brands acknowledge that influencers can effectively drive engagement. 

According to the report also, video formats are the most effective strategy available to influencers. Because 86% of brands say that video content has more resonance than static forms, influencer marketing is being used by businesses to improve storytelling. They give campaigns life with their creative and graphic elements. Video content is king in Singapore, according to brands that claim that it best connects with their target market.

As social media and the media landscape merge, consumers’ trust in influencers grows as their faith in traditional media declines. The report shows that influencers play a crucial role in increasing brands’ online awareness. 81% of brands have run influencer campaigns, according to research, and one in five have taken part in more than 20 influencer campaigns. 

In influencer campaigns, ROI optimisation is still a goal. Even though 92% of brands stress the importance of evaluating influencer performance to determine return on investment, they also admit that finding the right influencers is a significant challenge in achieving the necessary ROI.

Moreover, influencer cooperation is about shared values as much as economic value. Successful influencer campaigns will go beyond traditional KPIs like engagement and reach and concentrate instead on creating long-lasting bonds through narrative storytelling, shared experiences, and ideals.

Speaking about the report, James Wright, global CEO of the HAVAS Red Group and global chairman of the HAVAS PR Global Network, said, “As an industry, we’ve observed how the influencer category is ever-expanding and increasingly emerging and recognised as a performance channel. Influencer marketing is driving measurable opportunities for both consumers and corporate brands globally, delivering higher engagement and paving the way for accelerated consumer conversion.” 

“Our report delves into influencer marketing at an industry level to help brands navigate the evolving landscape and inform strategic thinking. The findings of this report are insightful for brands when shaping their overall strategy, as it demonstrates the scale of influencer marketing, as well as offering insight into how and why brands are engaging with influencers. Brands that succeed in 2024 will be creatively integrating influencers into wider campaigns as a full-funnel marketing channel,” Wright added. 

Meanwhile, Kenny Yap, managing director of Havas Red Singapore, stated, “Today, we see implementing influencer marketing engagements in most clients’ communication plans. But to do it well, there are many areas to look at, from the brand affinity and fit, influencer and clout, and storytelling narrative to optimal formats. At HAVAS Red, we adopt a data- driven approach leveraging tools and technology to deliver clear influencer marketing success for our clients.” 

In order to determine the evolution of influencer marketing, HAVAS Red polled clients in ten markets: Singapore, UAE, Australia, Ireland, Germany, Italy, Japan, the Philippines, United States, and the United Kingdom. These customers come from a variety of fields and industries, including health, food and drink, wellness, and technology, as well as industry, tourism, and the automobile journey.

Manila, Philippines – Havas Red Philippines, the PR arm of Havas Ortega Group, has unveiled SWAY, an influencer marketing arm focusing on influencers and their subcultures. 

SWAY by Havas Red delves deeply into the intricacies of subcultures, acknowledging their pivotal role in modern marketing strategies. 

In contrast to conventional approaches centred around metrics such as followers, reach, impressions, likes, and engagement, SWAY prioritises genuine connections within smaller, more defined niche communities that represent subcultures. It recognises the power of genuine voices, especially on social media platforms. 

By understanding the language of diverse subcultures, SWAY by HAVAS Red provides brands with a more genuine and meaningful way to engage with their audiences. It prioritises targeted, but more relevant, communication that brings real engagement and builds brand loyalty within specific communities. 

At the heart of SWAY’s approach is Havas Ortega’s planning philosophy called Mx (meaningful experience), which is built on the confluence of the three C’s—connection, context, and content—to facilitate the delivery of the right message, in the right format, to the right audience at the opportune moment when they are receptive to messages and open to persuasion. 

Essentially, SWAY redefines influencer marketing by advocating for a subculture-centric approach. In a landscape where superficial metrics prevail, SWAY by Havas Red emphasises the importance of tangible, meaningful connections as the foundation for enduring influence.

Speaking on the launch, Jos Ortega, CEO of Havas Ortega and general manager of HAVAS Red Philippines, said, “Subculture-focused influencer marketing represents a significant shift in marketing. Previously reliant on traditional paid celebrity endorsements, we now harness the power of focused collectives.” 

He added, “Influencers have become trusted leaders and catalysts for change. By curating collaborative campaigns that align with their core values and those of the subcultures they influence, we foster deeper engagement and brand loyalty, all while respecting the unique interests of these passionate communities.” 

Dayniel Garcia, head of SWAY by HAVAS Red Philippines, also shared, “We are redefining influencer marketing in the Philippines. The emergence of subcultures signalled the need to analyse and further explore the cultural context. Fortunately, we have proprietary strategic and measurement tools that inspire fresh approaches that deliver results.”