Location via proxy:   [ UP ]  
[Report a bug]   [Manage cookies]                
Scribd Logo
Upload

Welcome to Scribd!

  • 136 views

    Group 12 - Havas

    Uploaded by

    Kanupriya Gathoria
    The document summarizes Havas's efforts to change and adapt to the digital age. It discusses how Havas acquired Victors & Spoils, an advertising agency built on crowdsourcing, to leverage their innovative approach. However, transitioning Havas's decentralized structure and gaining employee acceptance to the disruption proved difficult. The document concludes that for Havas to survive the digital revolution, it needs to change faster through a top-down cultural revolution to integrate digital capabilities and meet evolving customer expectations.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    Group 12 - Havas

    Uploaded by

    Kanupriya Gathoria
    136 views6 pages
    The document summarizes Havas's efforts to change and adapt to the digital age. It discusses how Havas acquired Victors & Spoils, an advertising agency built on crowdsourcing, to leverage their innovative approach. However, transitioning Havas's decentralized structure and gaining employee acceptance to the disruption proved difficult. The document concludes that for Havas to survive the digital revolution, it needs to change faster through a top-down cultural revolution to integrate digital capabilities and meet evolving customer expectations.

    Original Title

    Group 12_ Havas

    Copyright

    © © All Rights Reserved

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    The document summarizes Havas's efforts to change and adapt to the digital age. It discusses how Havas acquired Victors & Spoils, an advertising agency built on crowdsourcing, to leverage their innovative approach. However, transitioning Havas's decentralized structure and gaining employee acceptance to the disruption proved difficult. The document concludes that for Havas to survive the digital revolution, it needs to change faster through a top-down cultural revolution to integrate digital capabilities and meet evolving customer expectations.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    136 views6 pages

    Group 12 - Havas

    Uploaded by

    Kanupriya Gathoria
    The document summarizes Havas's efforts to change and adapt to the digital age. It discusses how Havas acquired Victors & Spoils, an advertising agency built on crowdsourcing, to leverage their innovative approach. However, transitioning Havas's decentralized structure and gaining employee acceptance to the disruption proved difficult. The document concludes that for Havas to survive the digital revolution, it needs to change faster through a top-down cultural revolution to integrate digital capabilities and meet evolving customer expectations.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 6

    Havas: Change Faster

    Group 12
    Aditya Singh PGP09128
    Pardeep Singh PGP10159
    Surbhi PGP10181
    Varis Kumar Kalia PGP10185
    Sanyam Kumar PGP10229
    Background
    ● As of 2013, Havas was the 6th largest global advertising, digital, and
    communications group in the world
    ● Headquartered in Paris, France, the group was highly decentralized, with
    semi-independent agencies in more than 100 countries offering a variety of
    services
    ● The largest unit of Havas was Havas Worldwide, an integrated marketing
    communications agency headquartered in New York
    ● CEO David Jones was determined to make Havas Worldwide the most future-
    focused agency in the industry by becoming a leader in digital innovation
    Problem Analysis: Adjusting to the new normal
    ● In an age of social media sharing, advertisements that caught the public's
    imagination could be disseminated rapidly and widely at little cost to the
    company
    ● Roller Babies commercial for Evian mineral water had almost 200 million
    views and led to a sales increase of 7% and a market share increase of 13%
    for Evian
    ● With digital, access to detailed, specific consumer data made it possible for
    clients to manage return on investment in new creative ways
    ● Creating successful campaigns online required different talents than creating
    successful ads for print or TV
    ● Requirement to revisit and reintegrate the internal structure to leverage digital
    capabilities better and meet customer expectations more effectively
    Working Their Way: The Victors & Spoils Experiment
    ● Crowdsourcing model to be adopted to generate content with wide variety
    ● Victors & Spoils was the first advertising agency built on crowdsourcing
    principles, acquired by Havas in 2012
    ○ John Winsor remained CEO of V&S, and also took on the role of chief innovation officer at
    Havas
    ● Potential of Open Innovation: the low prices of crowdsourced campaigns and
    the opportunity to maximize social media exposure would attract clients
    ● Difficulties in transitioning because of intrinsic decentralized structure and
    employee resistance to disruption and possibly insecurity
    Conclusion: Change Faster
    ● Digital revolution was underway and Havas would need to change faster to
    survive
    ● In a cautious industry, bureaucratic structure and rigid top employees can be
    resistant to change, proving catastrophic for the firm
    ● VIctors & Spoils brough great innovators but struggled to gain acceptance
    ● Needed a top-down cultural revolution in a race against time
    Thank You

    You might also like