i3 - January/February 2017 - 42

Havas Media
A Return to
What's Real
Colin Kinsella is CEO of Havas
North America. Kinsella likens CES
to a modern-day World's Fair where
his clients can learn about what's
possible for their brands.

What is your approach to
changing industry?
Media is increasingly structured around
data and technology and content and
social and performance. To be effective in
the marketplace today, you really need to
change your structure to be effective for
clients. We have changed our structure,
putting creative and media along with the
units focused on data, innovation, content
and social in the same place.
The net result of both creative and
media being integrated on behalf of a
client is the way forward for the industry.
We're actually physically together, connected in one office, mixed teams and
shared P&L. The integration allows us to
react faster to the speed of technology and
platform development which is driving
consumer behavior.

What are the technological
changes that have driven the
need to do business this way?

CREDIT

Maybe I'd call it digital or I'd call it
mobile, but there are so many different
ways to connect with a consumer around
a product now that require brands to
fully consider. In the quest to make sure
you're leaving no stone unturned, you're
really spreading your marketing dollars
out very thinly across a wide and broadening ecosystem. As we were doing that,
clients started to realize, "This isn't really
working. We're spending a lot of money,
but I'm not seeing a lot of return."
2016 was one of the first years in quite
some time that we saw a big push back
into TV. Marketers came back to the realization that TV still works really well. We
go on air and clients see business results as
early as the next day.
The issue that we're seeing with technology is that, as humans, we don't
multitask as well as we think we do. You
can run a tremendous video campaign
online but people don't talk about it
at a dinner party. You run a similar
campaign on television and people
will talk about it at a dinner party. It
permeates society in ways that maybe
isn't as hyper-targeted, but as Procter
& Gamble has recently found, maybe

42

JANUARY/FEBRUARY 2017

I T I S I N N O VAT I O N



http://havas.com/ http://havas.com/

i3 - January/February 2017

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