Sham Islam, Havas Media Group’s Managing Director of Global Business, is a thought leader in the Consumer Packaged Goods (CPG) space, and took a moment to explain the sector, his work at Havas, and why he’s passionate about innovation in this space.
Can you give us a bit of info on your background? How did you end up at Havas?
I’ve been working in global media roles for over 15 years at many of the large network agencies with brands such as eBay, adidas, Diageo, Rolex, Santander, The Financial Times and The Coca-Cola Company. I started my career in digital, became a specialist, then moved into strategy. I am now the Global Account Lead on the JDE business. I was drawn to Havas because I think our network has the right approach and mindset to really excel in the CPG space. This is a sector where being agile is essential to swiftly respond to ever-changing consumer trends and competitor offerings. Our Village model – breaking down silos and uniting creative and media under one roof – is not only a more meaningful working experience but one that allows us to meet the needs of clients as a team that can move with agility and provide a holistic approach to our work.
Why does working in CPG interest you? Why are you passionate about it?
I love the way in which the best media practitioners can marry the fundamentals of media planning with constant innovation in the CPG space to drive meaningful growth for brands. There’s so much variety working in CPG due to the diversity of challenges that exist across a portfolio of products. For large scale brands, the media task might be to increase penetration or lead the category, while for an emerging brand, our charge may be to build an entire category from scratch. I have a strong view on ‘what good looks like’ but I think it’s exciting to be able to take that view and strive for excellence in meeting the unique objectives of each client. I’m passionate about learning and improving how we do things, and working in CPG is a constant education.
“I’m passionate about learning and improving how we do things, and working in CPG is a constant education.”
Can you talk about some of the key trends in the CPG space you’re seeing?
I’m starting to see a more elevated conversation emerge when it comes to the digital transformation journey in CPG. There was a period when it felt like many brands were stuck in a constant loop, looking to jump straight to the answer without necessarily asking the right questions to begin with. This has shifted – for the better, in my opinion – with many large CPGs focusing on the fundamental building blocks that enable them to become digitally fit-for-purpose and ultimately develop more sophistication in how they show up in a relevant way for consumers. This is what we are doing at Havas with many of our clients – taking the necessary time to understand consumers as well as business needs to develop a more tailored and effective digital footprint.
How does CPG differ from other sectors?
I like to say that working in CPG keeps you honest. Campaigns in other sectors have their own appeal, but sometimes objectives can be nebulous, as we’re often selling more of a lifestyle than a particular product. In CPG however, our mission is usually very clearly defined – we’re generally advertising mass-market, everyday products with low price points, and have specific sales targets to meet. Driving market share through smart use of media is paramount in CPG, and as such, the clients that we work with usually have a concrete understanding of the science of media planning and the rules and principles of our craft. CPG is immensely rewarding in the ability to see your work directly translate into revenue for brands; it’s an opportunity to hone and refine the fundamentals whilst pushing innovation to drive successful campaigns.
“The organisations that are taking meaningful action when it comes to sustainability and are changing the way they do business rather than preemptively shouting about performative initiatives, are the ones that will win with consumers in the long-term.”
How do you see sustainability playing a role in the sector in the coming years?
Clearly, sustainability is important across all sectors, but the nature of CPG – from supply chain, to how products are sourced and manufactured, to how messages show up in media – means that there is a huge focus on sustainability in this space. Unfortunately, there has been a lot of ‘lip service’ paid to this subject in the past, and general understanding of carbon credits, ecological responsibility and other drivers of real progress has not been widespread. This has changed significantly, and consumers are far more aware of greenwashing and vocal in calling it out when they see it. Therefore, the organisations that are taking meaningful action when it comes to sustainability and are changing the way they do business rather than preemptively shouting about performative initiatives, are the ones that will win with consumers in the long-term.
