PETER MEARS EXPLORES THE LAUNCH OF HAVAS MEDIA GROUP’S NEW BRAND IDENTITY WHICH WILL ELEVATE ITS MISSION TO MAKE A MEANINGFUL DIFFERENCE.
Here, Peter, Global CEO of Havas Media Group, explains HMG’s fresh identify and how it will help build confidence and consistency across the Group.
What prompted the relaunch of the Havas Media Group brand identity?
The idea to relaunch our brand identity and credentials came to us as we were actively pitching globally and locally. As we met with clients in different markets, we recognised the importance of presenting Havas Media Group (HMG) consistently and confidently. Why? Because no matter where they live, our clients and prospects should remember our positioning and what differentiates us from our competitors. To become more memorable, it is really important that we all tell the same story. And it is equally important that we do so with the same brand look and feel.
How will the refreshed identity transform pitches and elevate the client experience?
From day one of any pitch, and in all external communications, we want to ensure that we are all speaking from the same playbook. This means we need to talk the same way about our approach to building media experiences (Mx), our tech stack, including ClientSpace, Mx_System and Converged, and our growing list of capabilities, like the recent launch of Havas Market. Our goal is to provide global, regional and local clients with the confidence that we are a fully connected network across all geographies.
How does the Group’s focus on meaningful media and experience make us stand out from our competitors?
As we all know, at Havas it is our mission to make a meaningful difference to brands, businesses and people. To support this mission, and to garner more insight, we are launching a new wave of the Meaningful Brands Study in 2021. We are certain it will uncover significant insight into what has changed in terms of consumer perception of brands since the first study. And we are excited to use this data to uncover the most trusted, engaging and influential media to move consumers to take action. Over the past two years, we made significant advances in how we deliver on meaningful media. We moved away from traditional media planning and buying to a new approach and process we call Mx, or the Media Experience. Mx is the cornerstone of everything we do and helps us to fuse connection, context and content. We also rebuilt HMG around it and now have Mx Insights, Strategy, Development and Measurement experts in place to deliver business generating media experiences.
We also made substantial investments in the launch of our Social Equity Private Marketplace, made up of BIPOC (Black, Indigenous, People of Colour) and LGBTQ+ owned media businesses, our Havas Market eCommerce practice and we were the first global holding company to join the Conscious Advertising Network. With a lot more to come in this space in 2021. We are confident that by positioning ourselves as the ‘Media Experience Agency’ and standing behind our company mission, we have a unique position in the marketplace. Connection, context AND content really do matter to consumers, and not all media platforms are created equal. And, if we have learned anything from this past year, choosing the right media partners is now more important than ever.
What are some of the most important Mx tools and how will teams around the world integrate this into their work?
At Havas Media Group, we have a three-tiered approach to our Mx tools and technology. Client Space, is our client facing platform that provides a tailored view into our work and provides dashboards and training. Mx_System is our automated workflow platform, which allows us to utilise a number of tools in the development of the media experience, including MRP (Meaningful Rating Point), MDM (Meaningful Digital Matrix) etc. Finally, Converged is our data platform that allows us to take an agnostic approach that also fuels the Mx System and builds what clients see in ClientSpace. The benefits of our technology approach include the automation of manual tasks, helping with knowledge transfer, and providing the consistency and transparency that our clients are asking for every day.