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Havas Media goes agile, puts digital in the core

In order to bring stronger focus on its digital expertise, and put content marketing in the centre of all its operations, Havas Media has integrated its agencies to create the Havas Media Group. This strategy is aimed at making the agency structure more simple and responsive.  The new structure will include all of Havas’s media agencies, consisting of Havas Media, within which its media brand MPG and its digital brand Media Contacts will be fully incorporated and rebranded, and Arena Media. According to the company this move brings the media side of the business in line with the structure of Havas’s creative division, Havas Creative Group – composed of the Havas Worldwide global network and Arnold Worldwide micro-network.

To manage this new organisation the group has formed a new executive committee managed by Alfonso Rodés as the CEO of Havas Media Group.  Dominique Delport, CEO of Havas Media France is appointed as Global Managing Director for the Havas Media Group.  On the need for integration, Alfonso Rodés, Havas Media Group’s CEO said, “The explosion of digital media means that no one can afford to deliver a siloed approach to communications.  This new media model integrates our digital expertise “at the core” of our organisation, promoting greater agility between all our teams and disciplines. It’s a simple yet progressive move that enables us to harness the digital transformation that has hit all types of media.”

The new media organisation allows Havas to continue its strategy to be the first major communications holding company to invest in establishing digital excellence at the center of all its agencies around the world. “By reorganising our teams, changing the lines of reporting and investing in building company-wide digital fluency, we put ourselves in a unique position in the industry. Our scale and simplicity allows us to present clients with a shared vision that meets consumer demand for more meaningful connections,” Rodés further added.

The new structure will place its specialised units such as Artemis – the group’s global data management network, Mobext the mobile network, Socialyse the social media arm, and Affiperf – Havas’s global trading desk so that they are more accessible to the teams from both Havas Media Group and Havas Creative Group.  On the content marketing side, Havas Sports & Entertainment will support this structure with its 36 international offices, alongside such as Cake, Havas Event and Havas Productions. Delport said, “Our clients need change and innovation more than ever because beyond media, digital affects any business with great opportunities but also potential disruption. Understanding the relationship between brands and consumers, especially for the growing digital generation, is essential. Our aim is to form a new company that lies at the intersection of the traditional international holding groups and the new style of innovative, digital companies. It’s an exciting challenge for our clients and our teams.”

Along with Rodes and Delport the new team will also have, Michel Sibony, “Global Head of Middle Office”, who will manage all global planning and buying operations as well as the group’s digital and specialist offers. Jordi Ustrell, “Global Head of Back Office” will oversee the global support services such as IT, HR, legal and finance.