Our Voices

CANNES 2022: SWIMMING IN SUCCESS

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.
Havas Middle East has had an incredibly successful year, winning numerous awards at various festivals for the incredible work they continue to produce. You may be wondering – what’s their secret? Dare! spoke to Fabio Silveira, General Manager of Havas Creative Middle East, to find out.

Your team has seen incredible success in the last two years with a multitude of award wins for your work. What do you attribute your success to?

Two years ago, in the first months of 2020, we set a clear creative vision for the agency. Since then, we’ve started every one of our agency presentations with the same phrase: “A global creative hub, delivering groundbreaking work for the whole region. Locally relevant, Middle Eastern- inspired meaningful work”. Having clarity on what we wanted to achieve helped us to focus our efforts, rethink our structure, push for integration of disciplines, pick our battles and, the most important, bring the right talent onboard. Having a group of people that believes in that vision, and shares the passion and the responsibility for building something bigger than individuals is the secret for the recent success of Havas Middle East. 

Can you tell us a bit about your team and how it’s structured? Do you think your setup has helped contribute to your success?

We are a Village headquartered in Dubai with a presence across the Middle East. Being fully integrated with our Media and PR agencies is one of the key reasons for our success – it allows the team to work on media-agnostic ideas that leverage the power of earned media to identify creative challenges on a broader range of clients. 

Our ‘Liquid Billboard’ campaign, for instance, has been awarded at creative festivals and media festivals alike. Thanks to it, Havas Middle East was recognized as the Creative Agency of the Year, the PR Agency of the Year, and the Media Agency of the Year in different festivals. 

“‘Meaningful work’ is one of the key pillars of Havas, a central element of our agency vision, and a key filter we use to identify the ideas that we want to push forward.”

What are you looking forward to most about being at Cannes this year – apart from winning a Grand Prix, obviously!

Festivals like Cannes are an opportunity for exchange with our peers from all over the world. It is an opportunity for learning and sharing. 

What advice would you give to somebody looking to build their communications strategy to drive societal change?

As I mentioned before, our focus comes from clarity on our agency vision. ‘Meaningful work’ is one of the key pillars of Havas, a central element of our agency vision, and a key filter we use to identify the ideas that we want to push forward. Since this is a guide for key choices about our structure, talent and efforts, it helps to create an environment where work that has a positive impact on the world is consistently presented.

How will you carry the lessons from your recent successes into future client work?

Every project is part of our learning process. Our recent campaigns have been recognized for their approach to different media and meaningfulness, and this a focus that we actively seek whenever possible. One aspect of our recent successes that is worth highlighting is the gap between an idea presented on a slide, and a produced idea. How we to bring the idea to life is not always easy, or clear. But this is no reason to compromise on execution – on the contrary, it’s often a sign of original work. Production craft is hugely important and dedicating proper time to it can make a huge difference in the final result.

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