Havas Culture

CANNES 2022: THE HAVAS CAFÉ DAILY – WEDNESDAY

Senior Writer and Editor
Hannah Lindley joined Havas Group in October 2021 as a Senior Writer and Editor. She has a background in corporate reputation management, journalism, and creative writing.
“THE WORLD DOESN’T CHANGE UNLESS YOU EDUCATE YOUR CHILDREN” – Charlene White, Broadcaster & Journalist
Hello from Wednesday’s edition of the Havas Café! Today, our program features the second installment of the live podcast series hosted by Havas Media Group and insightful content about the future of advertising and inclusivity from Havas Creative.

“I don’t see me”

Havas Creative’s Faye Raincock spent time in conversation with broadcaster Charlene White, Reckitt’s Marketing DE&I Director Efrain Ayala and Havas Creative Global Brands Managing Partner Tamara Greene, where they spoke about representation in advertising and the media, letting us know that “if brands don’t share the space, consumers will vote with their wallets.” The panel examined we are at in terms of diversity on screen, the danger and prevalence of box ticking, and what it means to authentically represent the lives of people from all backgrounds in the work we do.

The Meaningful Media Podcast Event #2: The Convergence of Music, Sports & Entertainment: A Fan-Fueled Immersive Experience

In our post-pandemic world, live gatherings, concerts, and sporting events have returned. At the same time, immersive digital experiences, propelled by the emerging Metaverse, have created new and meaningful ways for brands to reach consumers surrounding these events.

As brands look to sporting events to drive their expansion into the metaverse, such as the World Cup later this year, Havas Media Group’s Ben Downing hosted special guests Olivier Robert-Murphy, Executive Vice President, UMGB and Jean-Francois Pathy, Marketing Director, FIFA to investigate and discuss the convergence of music, sports, entertainment, and passionate fandom – and how this powerful nexus unlocks meaningful experiences for fans.

Has advertising lost its sense of humour?

When did you last find an ad funny? A joyous belly-snort, purely for the joy of it? Everyone loves a funny ad – but how often over the last 12 months are we having a laugh? As Sean McBride said, “Funny is not right for everything, but funny is one of the superpowers of brands because it has the power to bring us together.”

Marketers want to connect with people, just like they always have, but the rules of engagement have changed. Purpose-led marketing has disrupted how brands talk to audiences – and it is impacting our creativity and authenticity. This is often for the better… but at what cost?

Should advertisers be entertainers, eco-warriors or, perhaps, a bit of both? Is that even possible?

The Havas Café – and Stephanie Nerlich, North America’s Havas Creative CEO – hosted a lively debate between Sean McBride, Chief Creative Officer of Arnold Worldwide; Kinney Edwards, Global Head of the Creative Lab at TikTok; Thai Randolf, President & COO of the Laugh out Loud Network; and Gemma Charles, Deputy Editor of Campaign UK where they explored this topic in detail.

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