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On the Meaningful Media Podcast, we explore how trusted, engaging, and influential media can drive change â delivering for brands, people, and the planet.
This philosophy was born out of our landmark Meaningful Brands study â an ongoing research project Havas initiated in 2009 to understand peopleâs aspirations, guardrails and expectations of brands.
Meaningful Brands is more than an impressive feat of data intelligence and analysis â it creates a shared understanding of consumers that underpins how we help brands become more meaningful and how they can grow.
In todayâs episode, weâll be exploring our latest edition of Meaningful Brands. This yearâs research found that a staggering 74% of brands could disappear and consumers would not care, but there are brands that are bucking this trend. They have fierce loyalty and are outperforming the market. To uncover how all organizations can take a page from their playbook and become more meaningful, weâve converged leaders from our media and creative networks to explore these findings.
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In this special episode of The Meaningful Media Podcast, Havas Media Network London's Global Managing Director of Mx, Jonathan Waite, welcomes Author and Researcher Karen Nelson-Field PhD to Havas Village London for a fireside chat on attention. In this exclusive session, Nelson-Field gives a sneak peek into her newest book The Attention Economy, A Category Blueprint âwhich we'll be giving out FIVE free copies of to the first five people who share our LinkedIn post!
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On the Meaningful Media podcast, we know that attention is key to breaking through to consumers in a landscape where content is increasingly fragmented and competition for eyeball and âshare of earâ is fierce. Attention has since grown from its relative nascency in the marketing world to being implemented in media planning, buying, and measurement across the industry.
But what is the specific amount of attention needed to achieve a brandâs desired outcomes? New research that Havas Media Network has conducted in partnership with Lumen Research and Brand Metrics has some definitive, and revealing, findings. In this first episode on our series on attention, we welcome back Jon Waite, Global Managing Director of Mx, Havas Media Network London back to the podcast, alongside Tanwa Edu, Chief Strategy Office of Lumen Research to dive deep into these insights and explore what they mean for the future of attention.
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On this special episode of The Meaningful Media Podcast, host Ben Downing is joined by Jamie Seltzer, Global EVP, CSA & Mx Analytics and Paul Bland, Chief Digital Officer, Havas Media Network London to explore the latest development in the cookie saga.
Hot off of Google's recent decision to keep the third-party cookie, this episode explores the implications of this reversal for marketers, businesses, and the digital ad ecosystem.
Jamie and Paul bring their expertise to the table, providing insights into the rationale behind Google's decision, the challenges faced in finding alternatives to third-party cookies, and strategies for leveraging first-party data and new identity resolution methods.
đ§ Weâd love to hear your thoughts about meaningful media. Drop us a line! [email protected].
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For our special Olympics series The Meaningful Media Podcast celebrates media experiences rolled out during one of the biggest upcoming fan events in the world, the Paris 2024 Olympics. Joining our host Ben Downing is Charles Bal, Managing Director at Havas Play France. Havas Play France is a highly awarded agency which successfully taps the power of fansâ passions to enable brands to effectively connect with audiences.
Our special guest for this meaningful conversation is Sophie Bonnier, Director of International Partnerships at French telecoms giant Orange. As a partner of the Paris 2024 Olympics, Orange âis powering, and is powered by, the Olympicsâ. Put simply. Without the Internet, there is no Olympics. Together Sophie, Charles and Ben unpack what partnering with the Olympics means for a brand and how agency and client work hand in hand to carve impactful media experiences during one of the biggest sporting moments in the world.
Recorded in Paris, the amazing location for the 2024 Olympics, the discussion includes shining a spotlight on the double role of Orange for the Olympics as both a marketing partner and the technology provider powering connectivity for this entire event, including the opening ceremony set to take place outside on the Seine river in central Paris.
A key focus for their conversation is the very special marketing moment at this Olympics called the âMarathon pour Tousâ (Marthon for All) which Orange is sponsoring. For the first time in Olympic history, the public will have the opportunity to run the same route as the Olympians in two races of 42km and 10km. Both races are literally in the steps of the Olympic runners, and will take place at night on 10 August.
âFor Orange, as we are very close to innovation and we want to bring innovations to people - it was really natural for us to become a partner for this event which is a first for the Olympics,â explains Sophie. The marathon is about making people live the adventure of the Olympics as well as connecting people together. As a telecomsâ operator, Orange connects people together making this also an analogy.
Sophie, Charles and Ben delve into the strategy behind creating this high impact, meaningful marketing moment and explain how agency and client are collaborating in the run up to one of the biggest sporting events in the world. This is a fascinating, insightful, âbehind the scenesâ conversation which makes a fantastic listen. Enjoy!
đ§ Weâd love to hear your thoughts about meaningful media. Drop us a line! [email protected].âŻâŻ
Like, share, follow and connect with us on our socials!âŻâŻ
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Producer: Lindsey Partos
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In the first episode in our special 2024 Olympicsâ series, we cover what it takes to build a meaningful media experience in the specific context of one of the biggest sporting events on the planet. The Olympics is a common reference for nearly half of the planetâs population â in 2020 it attracted a global audience of over 3 billion and is on schedule to bring in an even bigger audience in 2024.
With the games taking place in Paris, who better to participate in our Olympic coverage than guests from Havas Play France, based in the City of Light.⯠In conversation with host Ben Downing, Augustin Penicaud, Vice President, Havas Play France, and Fabrice Plazolles, Chief Creative Officer, Havas Play France, dismantle the complex context in which incisive strategies are designed to create robust engagement and impactful brand campaigns for the 2024 Olympics.âŻ
The conversation kicks off with a dive into Rule 40, something that brands and athletes talk a lot about. Essentially the key principles in Rule 40 (from the International Olympic Committeeâs Olympic charter) set out how participants, including athletes participating in the Olympic Games, can engage in, and benefit from, commercial activities around the Games. Itâs aimed at finding the right balance between the interests of the IOC, their sponsors, and the athletes with their sponsors. Our host and guests then unpack the opportunities for media experience and marketing moments within this context. Weâre also reminded that âthe Olympics in just a context. It's not the goal of the idea.â
âYou have to be smart in terms of media to be at the right place, at the right moment, in the right discussion, with the right communities. And that's what we do at Havas Play, because we are working on community planning and the way we touch these communities. And you have to be good in terms of creation because everyone is speaking at the same time,â underlines Fabrice as the discussion turns to crowded media moments, how to cut through the noise during the Olympics and how the agency leverages the Olympics to give food to the narrative of the brand.
The above - and much more - in this fascinating conversation which gets to the heart of creating meaningful media experiences for enduring brand building and nurturing cultural change through communications during one of the worldâs most powerful sporting moments. A discussion not to be missed! Enjoy!
đ§ Weâd love to hear your thoughts about meaningful media. Drop us a line! [email protected].âŻâŻ
Like, share, follow and connect with us on our socials!âŻâŻ
â Instagram: https://www.instagram.com/havasmedianetwork/âŻâŻ
â LinkedIn: https://www.linkedin.com/company/havas-mediaâŻâŻ
Producer: Lindsey Partos
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What does trusted, engaging and influential media look like for brands as the process towards the cookie-less era begins? Unpacking the deprecation of the third-party cookie Jamie Seltzer, Global EVP, CSA & Mx Analytics, Havas Media Network and Vishal Taneja, Global Data & Platforms Lead, Google join host Ben Downing to explore concrete solutions for brands in this evolving context and examine how to deliver impactful media activations.
During their discussions, Ben and guests set the the situation today for third-party cookies and what this means for brands as they deal with their demise. As the industry moves away from a precision era to a predictive area.Our guests also dig deeper into the impact on media activation Together they explore the role of first part data and how brands can best optimise the first party data opportunity.
âThe post-cookie world is a journey and an exciting place to be. Itâs an opportunity and an impetus,â comments Ben.
While AI is by no means new to this area, Jamie, Vishal and Ben take time to discuss its evolving role and what future tools we can expect to see in the post-cookie era.
Concluding the conversation, ultimately, the following core value for agencies today will endure as we embark on the cookie-less era: âWe make sure advertisersâ dollars go as far as they can while still respecting consumer needs and their wants: itâs results with respect. Itâs critical we continue to apply that approach in the cookie-less world,â underlined Jamie Seltzer.
As the industry gets to grips with the evolving post-cookie landscape, this is a conversation not to be missed! Enjoy!
đ§ Weâd love to hear your thoughts about meaningful media. Drop us a line! [email protected].âŻâŻ
Like, share, follow and connect with us on our socials!âŻâŻ
â Instagram: https://www.instagram.com/havasmedianetwork/âŻâŻ
â LinkedIn: https://www.linkedin.com/company/havas-mediaâŻâŻ
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More than one year since the launch of ChatGPT, the media ecosystem is working to understand the concrete outcomes that integrating AI tools could provide for businesses.
Emerging #AI tools hold the potential to improve the industryâs understanding of media context and determine the best conditions for a brand to expose an ad.
Specifically, AI media solutions for inclusive machine learning are supporting brand suitability, identifying content for brands to avoid â like fake news, disinformation, gender and racial bias.
Unpacking the impact of these tools on media experience to ultimately drive value and growth for brands, AI heavy hitters Masaki Halle, Head of Data at Havas Media Network, Weilin Ho, Director at Havas Start Up Accelerator â located at Station F, Paris, the largest start up campus in the world - and DaphnĂ© Marnat, Co-Founder & CEO of Unbias-ia are in conversation with host Ben Downing.
âWhat we are trying to improve is the risk parameter that brands should avoid....fake news, propaganda, climate change denial, gender or racial bias and disinformation. These categories are not taken care of in standard brand safety tools. We have to design innovative ways of detecting such content and this requires the use of AI,â underlines Masaki Halle. These AI solutions, suggests DaphnĂ© Marnat, are todayâs âGuardians of Integrity in the Online Galaxyâ.
Enjoy!
The Meaningful Media Podcast Team
đ§ Weâd love to hear your thoughts about AI and its evolving impact on media experience. Drop us a line! [email protected].âŻâŻ
And if youâd like to contact Daphne: [email protected]
đLike, share, follow and connect with us on our socials!âŻâŻ
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â LinkedIn: https://www.linkedin.com/company/havas-mediaâŻâŻ
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Opening Season 3 of The Meaningful Media Podcast, host Ben Downing sits down with Alex Hase, General Manager and Chief Revenue Officer at software-as-a-service solution provider Mirakl and Molly Hop, EVP Market, Havas Media Network to explore how businesses can deliver digital growth by getting the media experience right from all perspectives of ecommerce. Key themes in this meaningful conversation:
The evolution of Retail Media
âRetail media is not a new concept. Digital retail media is blossoming significantly but itâs really about trying to engage consumers in that path to purchase so you can influence and/or expose them to things they might not otherwise have been exposed to. Whether brand or retailer you are either trying to complement the path to purchase the consumer is already on or youâre trying to identify something that you think they might benefit from,â explains Alex Hase.
Marketplaces & Opportunities for Growth
Customers want to buy everything, anywhere, and have it delivered quickly. To do that retailers need to address that need. âFor retailers, they are addressing this new world and how to combine it with in store experience, so they donât cannibalise their retail experience. For brands, they are asking how they can directly interact with their consumers and help them understand the full portfolio of goods available to them,â says Alex Hase. Marketplaces enable sellers to sell their products on a retailerâs ecommerce site. Another opportunity is 'drop ship' where a retailer brings a brand on board to carry out the fulfilment of a specific product.
Role of Agency for Brands
Amazon has proven to retailers thereâs an opportunity to monetize your platform, and your first party data, ushering in a new business model which has driven retailers to expand how they bring in revenue. Support for brands to ensure they are getting the best value on this critical path is essential and a key role for agencies. Our guests discuss the value of first party data as a data targeting opportunity and a layer for consideration in the media experience.
On Brands and Media investment
Consumersâ ability to purchase and shop everywhere is changing the discussion around media plans for brands.âRetail media is a brand experience and in and of itself helps to build brands,â underlines host Ben Downing.
New Ways to Advertise
The conversation turned to seismic shifts, like shoppable ads in connected TVs, carving out new ways to monetize media. Molly Hop shares: âShopper marketing and in-store bricks and mortar are one of the first ways people were advertised to. Now weâve had the shift and are able to reach anybody anywhere.â
Social Commerce in âtest and learnâ phase
Social commerce means expanding into a complex context but one which holds great opportunity. Molly cautions that understanding what consumers want in this context is crucial: âSocial Commerce is a âbig hairy beastâ that weâre all trying to navigate. There are a lot of wins, for example with TikTok, with advertisers being really smart about building a shopping experience thatâs organic to the environment itâs in."
Enjoy!
đ§ Weâd love to hear your thoughts about meaningful media. Drop us a line! [email protected].
Like, share, follow and connect with us on our socials!
â Instagram: https://www.instagram.com/havasmedianetwork/
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Yannick BollorĂ©, Chairman and Chief Executive Officer, Havas Group, and Chairman of the Supervisory Board, Vivendi is Benâs very special guest for the final episode of Season Two. Exploring the outlook in media for 2024 and discussing how media and entertainment converge in culture to create meaningful moments highlights of this fascinating conversation include:
· On how global versus local plays a role for brands when creating media that matters, Yannick Bollore underlined when he became CEO of Havas in 2013, âwe were living in a world of happy globalizationâ with much of the world sharing the same values, beliefs, and it was very easy to have a global campaign for brands Since then we have seen the rise of nationalism, war in Europe and the catastrophic situation in the Middle East. âToday, it's becoming increasingly difficult to talk about happy globalization and for brands, we need to adapt to this new reality. To have a global network with very strong local agencies is becoming more and more important.â
· Today you cannot just pay for people attention. You have to earn it. At Havas, we have gone through a huge shift in our strategic plan. First, creating the Together strategy, with all talent in the group gathered in one place we call the Villages. Creative people working together with the media. A holistic approach to content and advertising.
· The role of culture to earn attention is key...Brands need to become cultural brands to stay relevant to their consumers or to become relevant to their consumers or prospects.
· Entertainment, Social Commerce and AI three key trends for the year ahead. On AI Yannick says: âIt's creating a structural change for our industry. I believe AI will, in terms of transformation, be as important as the revolution in the eighties or the digital revolution from 2000-2010. This is why we have been investing a lot in terms of money, resources, people. I think it's important that communications group become a best in class to support their clients in their AI transformation.â
· On the importance of respect, diversity and sustainability brands need to go through a strong transformation, not just to bring a great product at an affordable price, but to do more. âI believe in meaningfulness. I believe in diversity. Three brands out of four can disappear today.* No one would notice or care. When people are shopping today, they want to wear brands, they want to buy products that are creating something bigger than themselves.â * Havasâ proprietary Meaningful BrandsTM Survey
· The media Yannick turns to when looking to get inspired? The Meaningful Media Podcast!
Weâll be back in 2024 to bring our cherished listeners a host of new interviews with media luminaries for their take on media experiences and hearing directly from consumers on the media that matters.
Until then, take care all and stay tuned in 2024!
The Meaningful Media Podcast Team
đ§ Weâd love to hear your thoughts about meaningful media. Drop us a line! [email protected].âŻ
Like, share, follow and connect with us on our socials!âŻ
â Instagram: https://www.instagram.com/havasmedianetwork/âŻ
â LinkedIn: https://www.linkedin.com/company/havas-mediaâŻ
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People love podcasts! Listeners doubled in four years from over 200m in 2019 to more than 460m in June 2023, and global listeners are set to blow past half a billion by 2024*.
As brands head into this audio space with its channel-specific challenges, they need effective support; to tackle brand safety; and to lock in listeners through meaningful audio media experiences. Trailblazer Dave Byrne, Director, Global Advertising Platform Integrity at Spotify and an expert in brand safety and brand suitability joins our host Ben Downing, Global Managing Director, Ethical Media & Strategic Partnerships, Havas Media Network to get to the heart of effective strategies for brands to create meaningful audio moments which connect, in the right audio context, to engage with listeners.
Key challenges in the audio brand safety arena discussed during the conversation include: tone of voice, âIs somebody saying something as a joke or are they saying something as a legitimate, harmful thing? The evolution of language, an innocuous term today could be a term used to spread misinformation next week; and the nuances of language from one country to the next, with different meanings for the same term or word.
Dave and Ben delved deep into the entire media experience: âAs much as we talk about content and brand safety, where we've had to focus on in audio is more about the context versus content,â said Dave. Some advertisers have negative keyword lists which donât reflect the broader context of what is being said, rather than focusing on individual keywords or individual pieces of content within the media.
âThe concept of brand safety, or sometimes we use the term brand suitability, has become so central. This idea of media experience, because it's not only about content, it's about the context and the connection the audience has from those two things. The connections forged by that context and content,â added Ben.
Bubbling to the service was the notion that brand suitability and effectiveness are often the same conversation. "I have seen multiple, multiple times that when brands get brand suitability right engagement metrics soon follow,â underlined Dave.
On reach Dave added: âJust because you've got a million eyes looking at your ad doesn't mean you're appearing in the right environment, that those million ads, a million eyes are going to make an action, are going to change things. Thereâs definitely something to be said about bringing it sometimes back to basics of what is good media to buy. I can't tell you how many times in audio medium people are âOh, we want to be here on this playlist". We ask what kind of audience do you want to capture? And actually that audience is in all these other places. Itâs about not sacrificing revenue, profitability, engagement for the sake of other metrics that may be assigned.â
For all marketers involved in, or heading into, the burgeoning audio space this is a conversation not to be missed! Enjoy!
* Source: DemandSage
Useful inks
GARM
Spotify Advertising
đ§ Weâd love to hear your thoughts about meaningful media. Drop us a line! [email protected].âŻ
Like, share, subscribe and connect with us on our socials!âŻ
â Instagram: https://www.instagram.com/havasmedianetwork/âŻ
â LinkedIn: https://www.linkedin.com/company/havas-mediaâŻ
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âThere are exciting shifts in B2B marketing which is going through a renaissance right now,â underlines Melissa Furze, Vice President, Customer Science and B2B Institute, LinkedIn Marketing Solutions, during this fascinating conversation with podcast host Ben Downing as together they examine the shape of meaningful media experiences in the evolving B2B advertising space.
With over 65 million companies on their platform, LinkedIn âsits at a pretty unique space when it comes to understanding what's happening in the professional worldâ, explains Melissa who leads a multi-disciplined team which includes marketing strategists, researchers, content solutions, engineers, and analysts.
While there are differences in terms of B2C and B2B marketing, notably that B2B buying decisions involve high consideration purchases with typically longer sales cycles and often larger buying committees compared to the individual consumerâs buying decision, during this episode we learn there is definitely a shift towards more emotional, human-centered and âstory fullâ advertising in B2B. At LinkedIn, for example, they have new ad formats called Thought Leader Ads where brands have the opportunity to tell their stories through the voices of employees and their experiences by sponsoring a post from individual employees and executives.
B2B advertising is seeing a shift around creativity. Recent research from LinkedIn found 50% of B2B marketing leaders say creativity is their biggest priority. While B2B marketers are understanding the importance of storytelling. In their recent B2B marketing benchmark report LinkedIn found that â43% of B2B marketing leaders actually say that storytelling will be one of the most important future skills for their marketing team.â
Press play on this episode to learn how CMOs and their marketing teams are building impactful media experiences in the B2B advertising space to connect and build meaningful emotional connections.
Useful inks
Further information on the LinkedIn CMO Scorecard mentioned in the episode: https://business.linkedin.com/marketing-solutions/b2b-institute/cmo-scorecard
LinkedIn Collective: https://www.linkedin.com/showcase/linkedin-collective/
Good News Network cited by Melissa during her Fast Five: GoodNewsNetwork.org ï
Enjoy!
â Weâd love to hear your thoughts about meaningful media. Drop us a line! [email protected].âŻ
âŻ
Like, share, subscribe and connect with us on our socials!âŻ
â Instagram: https://www.instagram.com/havasmedianetwork/âŻ
â LinkedIn:
https://www.linkedin.com/company/havas-mediaâŻ
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Fan communities â from gaming and sports to music and festivals â offer unprecedented opportunities for brands to plug into the power of passion â the lifeblood of fandoms.
In this dynamic episode, host Ben Downing sat down with special guests Twitch streamer Vanessa Lopez and Kevin Paskins, Pan EMEA Sales Director, Twitch to explore how creators
and fans interact to build communities, and how to create unique media experiences on live-streaming platform Twitch. Providing valuable guidance for brands, this conversation delves into how creators, brands and platforms coalesce to build meaningful relationships with fandoms.
âThatâs the great thing about Twitch, itâs like watching TV but talking to each other. Like watching a movie with a friend, youâre talking about the movie with the friend in real time,â says Vanessa
referring to the social interaction and the live conversations with her community, conversations which pour into real life moments too.
âFandom is about entertainment,â underlines Kevin who shares that, on average, there are 7.6 fandoms per person, citing Twitchâs recent Anatomy of Hype report, with âhappinessâ and âconnectionâ key drivers.
This episode is one of a series recorded during the 2023 Cannes Lions Festival of Creativity at the Havas Café. Have a listen to our other episodes too: The Newsroom: Disrupted and Social Shopping & The Era of Creative Commerce!
Enjoy!
Weâd love to hear your thoughts about meaningful media. Drop us a line! [email protected].
Reach out on our socials: LinkedIn and Instagram.
Executive Producer: Lindsey Partos
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In the first episode in our new The Meaningful Media Leader series, Sarah Mansfield, Vice-President Global Media, Unilever & Vice-President, Incorporated Society of British Advertisers (ISBA) discusses her professional journey in media, shares vital perspectives on the media industry today and outlines valuable insights for the road ahead with our host Ben Downing.
From the benefits and âwatch-outsâ of generative AI to driving transparency in cross-media measurement through a collective initiative at ISBA, this broad conversation between Sarah and Ben strikes at the heart ofexplores key areas impacting the media ecosystem, the leadership role of ISBA as one single voice representing advertisers in the UK and delves into the path forward for the industry.
âIf we work together as an industry we can solve big problemsâŠHow we collectively solve big hairy challenges is a partnership with stakeholders; we are better solving them as a collective,â says Sarah during her discussion with Ben.
Enjoy the episode and do keep an ear out for future episodes with further media luminaries in this thought-provoking series!
Weâd love to hear your thoughts about meaningful media. Drop us a line! [email protected].
Reach out on our socials: LinkedIn and Instagram.
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Between constrained advertising models and dwindling consumer attention, the media landscape continues to experience disruption compounded by the evolution of new storytelling formats to engage audiences and expand coverage areas.
In the second installment of our three-part series of episodes recorded at the Havas CafĂ© during the 2023 Cannes Lions Festival of Creativity, host Ben Downing sat down with news and media heavy hitters Ros Atkins, Analysis Editor, BBC News; Carmella Boykin, TikTok producer, The Washington Post; and Joi-Marie McKenzie, Editor-in-Chief, Life division, Business Insider to get an inside look into the worldâs newsrooms and to discuss their take on the highs and lows of media experiences today.
Topics covered during this riveting conversation include: the primordial role of storytelling and why voice remains critical; building trust with readers and the deep value of meaningful engagement; why and how journalistsâ own branding helps people to connect to storytelling; the potency of facts as the star of the show; the pivotal part played by production teams to build work that connects; and the advent of âbad faithâ checks to closely examine content which could be taken out of context.
âThe reality is our focus in on good storytelling. Worrying about algorithms is almost secondary,â said Joi-Marie McKenzie, Editor-in-Chief, Life division, Business Insider, during the conversation.
Enjoy!
Weâd love to hear your thoughts about meaningful media. Drop us a line! [email protected].
Reach out on our socials: LinkedIn and Instagram
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Valued at USD584.91billion in 2021, social commerce is enjoying seismic growth and presenting the fastest growing e-commerce opportunity for brands today. Fundamental to this growth are creators, who provide the right content, in the right context to connect with the right shoppers. But what are the key ingredients to creating engaging, meaningful media experiences? How can brands and creators work hand in hand to build meaningful shopping experiences and successful customer journeys? How can social commerce unlock incremental revenue for brands?
In the first installment of our three-part series of episodes recorded at the Havas CafĂ© during the 2023 Cannes Lions Festival of Creativity, host Ben Downing is joined by Sandie Hawkins, General Manager of US eCommerce at TikTok, and Hina, a TikTok creator with 1.7 million followers, to address these questions and explore how brands can meaningfully engage with TikTok creators to build trust with their target audiences and connect them with products that theyâll love.
âCreators are brands in and of themselves,â shares Hina during the conversation. âIf Iâm lending you my brand, I want to speak in my voice, not your voice. I want to speak about your product, in my voice.â
Enjoy!
Weâd love to hear your thoughts about meaningful media. Drop us a line! [email protected].
Reach out on our socials: LinkedIn and Instagram.
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Havas Media Network took the podcast out of the studio to the DigiAds stage at Londonâs MAD//fest event in July 2023 to record an episode before a live audience.
Connecting the festivalâs theme of âriders of the stormâ the macro reality facing consumers, brands and citizens with the need for and consumer desire for âresponsible advertisingâ we brought together leading industry voices Jake Dubbins, Founder, Conscious Advertising Network, Hannah Mirza, Founder of The Responsible Marketing Agency and Laura Wade, Global Head of Sustainability Strategy, EssenceMediaCom, with host Ben Downing, Global Managing Director, Ethical Media & Strategic Partnerships, Havas Media Network, to discuss what responsible advertising is and why it matters now more than ever.
âWe need to recognize our influence and recognize our role in what is happening out there,â underlined Jake Dubbins, citing recent communications from the United Nationâs Intergovernmental Panel on Climate Change which stated we are facing a rapidly closing window to secure a sustainable future for all.
In light of the global climate and social crises, and from monetized misinformation to rising distrust of media titles, the advertising industry needs to drive and shape a future-facing agenda to build a path forward, carefully examining investment choices and supporting a pluralistic media with diverse voices, heard MAD//festâs audience.
We invite you to listen to this meaningful conversation.
Weâd love to hear your thoughts about meaningful media. Drop us a line! [email protected].
Reach out to us on our socials: LinkedIn and Instagram.
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Emerging media platforms with highly-engaged DEI communities are providing new opportunities for brands to create campaigns â meaningful media experiences - which engage effectively with DEI audiences.
In this episode, host Ben Downing, Global Managing Director, Ethical Media and Strategic Partnerships, Havas Media Network and co-host Olivia Dotzek, Strategy Director, Havas Media Network sit down with Robyn Exton, the founder of HER, the world's largest dating and community app for queer women, nonbinary, trans and gender non-conforming people and home to 12 million people around the world, and Amy Still, co-founder, Whisk, which monitors the ârising starsâ in emerging media.
Together Ben, Olivia, Robyn and Amy discuss a raft of issues from how HER is creating meaningful media experiences for brands and what showing up in an authentic way looks like for a brand to details on how HER collaborates with brands and the impact of engaging insights from HER early in the strategy development process lead to success.
Research published by Simpson Carpenter (2019) revealed that 31% of the LGBTQ population felt that the ad industry was portraying them badly and 40% of the general population believed advertising was failing to portray different gender identities properly.
This year showing solidarity during Pride, and beyond, is more important than ever, underline our guests. From a media perspective, this means ensuring that inclusive values are reflected in where brands invest - ensuring support for minority-owned media platforms and publishers, that are a meaningful source of community and representation for their audiences, and being highly conscious of not inadvertently funding misinformation or anti-inclusive content.
Weâd love to hear your thoughts about meaningful media. Drop us a line! [email protected] and reach out on our socials:
Facebook: https://www.facebook.com/HavasMediaGroup/
LinkedIn: https://www.linkedin.com/company/havas-media
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Now in its 15th year, Havasâ trailblazing research of brand value explores how brands tangibly improve peoplesâ lives functionally, enhance their personal well-being, and contribute to wider society. Findings from the latest edition of our Meaningful Brandsâą report demonstrate that while brandsâ actions to drive societal progress, inclusion and sustainable behaviors have become more important and expected, people are examining everything through the lens of âmeâ in the face of more challenging and uncertain times.
Meet the âMe-conomyâ! In the âMe-conomyâ, brands need to act decisively to drive social change and progress, but theyâre also expected to provide everyday joy, support mental wellbeing, make their lives easier, offer affordable indulgences and more.
How can we apply these key fresh findings to the meaningful media experience? What does âthe âMe-economyâ mean for brands? How does the data reveal the approaches brands must make to be meaningful today?
Sitting down with our host Ben Downing are the masterminds with their teams of the latest Meaningful Brandsâą report, Seema Patel, Global Managing Director, Mx Intelligence, Havas Media Group and Mark Sinnock, Global Chief Strategy, Data & Innovation Officer, Havas Creative. Together they unpack this exciting new study in a passionate, insight conversation, providing actionable steps for brands to make purpose, personal.
Enjoy!
Visit https://www.meaningful-brands.com/ for more insights from our latest Meaningful Brandsâą report.
Weâd love to hear your thoughts about meaningful media. Drop us a line! [email protected] and reach out on our socials:
Facebook: https://www.facebook.com/HavasMediaGroup/
LinkedIn: https://www.linkedin.com/company/havas-media
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In this special and fascinating panel audience episode, host Ben Downing, Global Managing Director, Ethical Media & Strategic Partnerships, Havas Media Group and audience panel co-host, Courtney Cherry, Global Chief of Staff, Havas Media Group talk with citizen consumers Cindy Harper, Barbara Lofts, and Charlie Straadecker about the media that matters to them, the role of media in their daily lives, and just how they feel when advertising shows up.
What makes this episode extra special? Our panel is made up of two guests over the age of seventy and one guest over eighty years old â an audience little heard from in our youth-centric society.
And yet these consumers pack a purchasing punch! In the US alone, the Silent Generation (born 1945 and earlier) and the Baby Boomers (born 1946-1964) own 70% of household wealth.â
âFrom YouTube to Whatsapp, streaming TV to Wordle, this fantastic conversation sheds light on a 70 plus audience for whom media plays a central role in their daily lives and unpacks how they wish brands showed up to engage them in advertising.
We know you will enjoy this episode - and expect to be surprised!
đ Donât hesitate to share your ideas for our next audience panel â weâd love to hear them! Drop us a line! [email protected]
Connect with us on our socials!
â Facebook: https://www.facebook.com/HavasMediaGroup/
â Instagram: havas_media_group
â LinkedIn: https://www.linkedin.com/company/havas-media
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