Havas Media Group Belgium continue de se renforcer 

​​Bruxelles, le 27 avril 2017. 

A l’approche de l’été, Havas Media Group continue d’enregistrer l’arrivée de nouveaux éléments.

Déjà très active en début d’année à la suite de l’accueil de 15 nouveaux collaborateurs, l’agence annonce à présent l’arrivée de neuf profils, tous digital-natives.

Hugues Rey, CEO : “La rotation des équipes a été un défi bien réel en 2016. Bien conscient que l’asset n°1 d’une agence est son capital humain, nous avons pris des mesures conséquentes pour fidéliser notre personnel. A la fin du premier quadrimestre de 2017, nous ressentons très clairement les effets de cette politique. De manière structurelle, une opportunité d’engager avec une vision de développement du personnel à long terme se dégage. En résumé, l’équipe d’Havas Media Group n’a jamais été aussi nombreuse ni aussi stable”. L’agence compte désormais 82 collaborateurs.

Pour ce second quadrimestre, les arrivées sont celles de :

Tim Vanacker (ex-Publicitas) et Koen Vanhooydonck qui renforcent le Front-Office de Havas Media respectivement en tant qu’Account Manager et Digital Trader.

Nathaly Estrada rejoint l’agence en qualité d’Account Assistant.

Maxime Pirmez rejoint lui l’équipe AdTech en tant que AdTech Specialist.

Sophie Biliotti (ex-Hi Media) intègre le département programmatique en tant que Programmatic Trader (Affiperf).

Gaspard Bertrand renforce l’expertise mobile en tant que Mobile Trader (Mobext).

Gabriel Mendel (ex-Carat UK), Romain Delvaux (ex-Space) et Daphné Limberopoulos renforcent l’équipe Publishing respectivement en tant que Publishing Account Managers et Publishing Buying Assistant.

About Havas Group

Havas is one of the world’s largest global communications groups. Founded in 1835 in Paris, the Group now employs 20,000 people in over 100 countries. Havas Group is committed to being the world’s best company at creating meaningful connections between people and brands through creativity, media and innovation. Havas is also the most integrated Group in its sector: the #Together Strategy is implemented through Havas Villages where most creative and media teams share the same premises which increases synergies for clients and better serve their needs. Havas Group is organized into two divisions: Havas Creative Group and Havas Media Group. Havas Creative Group incorporates the Havas Worldwide network (havas.com), present in 75 countries, the Arnold micro-network (arn.com), 10 agencies in 9 countries, as well as several leading agencies including BETC and the Fullsix Group. Havas Media Group (havasmediagroup.com) is made up of three media brands, Havas Media (havasmedia.com), Arena Media (arenamedia.com) and Fullsix Media all of which work alongside Havas Sports & Entertainment (havas-se.com), the industry’s largest global brand engagement network. Further information about Havas Group is available on the company’s website: http://www.havasgroup.com


Contact – Infos

Hugues Rey

Chief Executive Officer

Office Rue Des Boiteux 9, 1000 Bruxelles, Belgique – Kreupelenstraat 9, 1000 Brussel, België

Email hugues.rey@havasmg.com

Web http://www.havasmediagroup.com

Tel +32 2 435 35 01

Mob +32 496 26 06 88


How IBM wants to use Watson to better help businesses predict customer behavior – TechRepublic

Source: How IBM wants to use Watson to better help businesses predict customer behavior – TechRepublic

IBM’s cognitive processor Watson has taken on yet another role: Marketing. This week, the company announced IBM Watson Marketing Insights, a cloud-based service that can study customer behavior and learn how it might impact the business, in order to launch more targeted campaigns.

Watson Marketing Insights continuously examines customers’ interactions with a company, including in the store, and via email, social media, and other digital platforms. By doing this, the service can uncover new audience profiles and customer segments, according to a press release.

How does it work? Watson Marketing Insights allows marketing professionals to examine customers’ previous behaviors to predict how they will respond to a new campaign. For example, IBM noted in the release, the program’s cognitive capabilities may demonstrate that customers who regularly abandon their shopping cart are more likely to defect from a brand than those who frequently return items.

“To make it easy for marketers, the new offering features a visual dashboard that includes details on the context and reasoning behind the findings,” the press release stated. “Marketers can then leverage this information to target campaigns designed specifically to engage this group with a personalized offer.”

SEE: IBM Watson: The smart person’s guide

Watson Marketing Insights also has the ability to consider how customers interact with a brand over time, unlike traditional marketing solutions, the press release stated. It also frees up marketers to gain insights that are updated automatically directly from the platform, rather than requiring a data scientist.

“While every customer journey is different, each involves multiple touch points before the purchase is made. It’s up to the brands to make every one of these journeys is seamless and end with a satisfied customer,” said Maria Winans, chief marketing officer of IBM Watson customer engagement, in the press release. “With these new cognitive capabilities, marketers can now get the audience insights needed to strengthen customer engagement and deliver campaigns that resonate with every single customer.”

The press released noted that IBM is currently working with more 17,000 businesses globally, including Amadori Group, American Eagle Outfitters, Boots, Ermes, Moosejaw Mountaineering, Office Brands, Performance Bicycle, and REI.


Watson Marketing Insights is part of the Watson Customer Engagement portfolio, made up of individual services in marketing, commerce, and supply chain that enterprises can introduce over a period of time if desired to create an end-to-end, cloud-based digital experience, the press release stated.

IBM has been implementing Watson throughout the tech stack, including for cybersecurity and big data, among other capabilities. The company seems to be trying to position its Watson services as key office suite tools for innovative enterprises, as TechRepublic’s Conner Forrest noted. However, it will face competition from a number of sources.

The 3 big takeaways for TechRepublic readers

1. IBM recently launched Watson Marketing Insights, a cloud-based service that can study customer behavior and help businesses identify new markets and launch more targeted campaigns.

2. The platform also gives marketing professionals easy access to an updated database of customer analytics, meaning that they no longer need the help of a data scientist to gain insights.

3. The release of Watson Marketing Insights marks another move for IBM implementing Watson throughout the tech stack and the enterprise.

Havas Meaningful Brand Study: 2017 Belgium Results

LARGEST GLOBAL ANALYSIS OF ITS KIND: 1,500 global brands, more than 300,000 people, 33 countries and 15 different industry sectors

BETTER BUSINESS RESULTS: Meaningful Brands have outperformed the stock market by 206% over the last 10 years

GLOBAL RANKINGS: Discover which brands and industries top the meaningfulness charts

A WAKE-UP CALL FOR MARKETERS: Content delivered by brands is underperforming to such an extent that it’s having little impact on business results or people’s lives. 84% of people expect brands to produce content. Yet 60% of all content created by brands is poor, irrelevant or fails to deliver.

NEW CONTENT EFFECTIVENESS INDEX: Exclusive data that tracks the relationship between a brand’s performance, its meaningfulness and the content it produces.

7 Digital Marketing Trends That Are Transforming Business (Source: Jeff Bullas)

Source: 7 Digital Marketing Trends That Are Transforming Business

The drivers of change are complex and interwoven in the world of digital marketing.

The trends are not islands but together amplify and accelerate the way we market and grow our businesses. Mobile phones made social networks even more viral and powerful and their inbuilt cameras just added more content in what was already a noisy online world.

Faster and cheaper wi-fi and telecommunication networks made broadband an essential utility that is now demanded  just like electricity. This development allowed video to move from the desktop to the mobile and everywhere.

Complexity and even faster change are the norm.

So what digital marketing trends are driving change and what can we do about it?

1. The growing concentration of revenue and power

There are many platforms, apps and tools that we all use to create, control and market our brands.

But as the trend towards paid digital advertising accelerates Google and Facebook are becoming in effect a duopoly. Google and Facebook between them share 90% of the growth.

digital marketing trends

Image source: digitalcontentnext.org

This year the total spend of $83 billion in digital advertising will be dominated by the two big players. And Google is projected to achieve 40.7% of US digital ad revenues this year (double Facebook’s share)

Google will continue to dominate search advertising with an estimated $28.55 billion of spend in 2017 and Facebook will dominate display with a projected $16.33 billion in 2017 while Google’s will be only $5.24 billion.3

The rest including Twitter, Yahoo and other players will pick up the crumbs.

This dominance of revenue will then allow the duopoly to snap up more social networks, startups and technology companies that fit into its growth strategies and continue to concentrate power.

We have already seen this with Facebook buying Instagram, WhatsApp and the virtual reality company OculusRift.

This concentration of power is also creating other problems.

Reduction in trust

Trust is a big factor in who and what we believe. Marketing is no different.

Facebook has recently reported that its video metrics were inflated and YouTube (Google) has been running questionable ads next to brand content.

The rise of fake news, alternate truth and the domination of the walled gardens of Facebook and Google who are reluctant to provide transparency on their data is also reducing trust in the data reporting.

2. Marketing automation is now essential

The rise of social networks humanised the web.

Playing online was no longer just the domain of the geeks. It was nice and simple. You tweeted or published a Facebook post. You created content and built organic distribution by growing your followers on the social networks.

But it has become complex.

More social networks, complex digital advertising options and more types of content.

More networks

Despite the concentration of power there are still a lot of social networks to play with and new ones are still popping up. Mastodon.social is a grass roots bootstrapped alternative to Twitter that stuck its head up just 6 months ago. But has proven so popular that it been temporarily closed to new users until it builds out a more robust infrastructure.

More content

The types of content and media you need to master has gone way past the simple analog formats of print, radio and television. Now we have Interactive infographics, GIF’s and augmented reality media just to name a few.

What does all this “more” mean?

More tools…..or better ones?

The options within digital technology have also exploded and the number of technology tools just for marketing have been estimated at over 4,000.

But the only way to manage the rising complexity is with marketing automation. There are many options and just choosing is hard.

  1. There are the platforms that aim to be “all in one” tools – Marketo, Hubspot, Infusionsoft are just a few that can assist you in scaling your digital marketing.
  2. Then there are even tools for growing your social network followers with automation. These include Social Quant for Twitter and SociallyRich for Instagram
  3. There are tools for automating the moderation of comments. Big digital publishers like TechCrunch need automation to moderate comments at scale and technology like BrandBastion provide the tech. to do that accurately –

Marketing automation is still just in it’s early phases and this next trend is where it starts to get interesting.

3. The rise of artificial intelligence

The rise of “AI” is a term that frightens some people and excites others.

The scary part is often seen as people losing their jobs to machines or even taking over the world and replacing humans. The good piece that others are embracing is taking away the drone work that de-humanizes workers. Artificial intelligence is becoming a necessity to enhance and scale repetitive and boring human tasks.

The rise of the robots has been predicted since we watched HAL in “Space Odyssey 2001” in what was another world in 1968. In the decades since we have seen the emergence of the personal computer, the internet, social networks and the mobile smart phone.

The intersection of these technologies is changing entertainment, business and our lives.

Social and mobile are obsessive technologies that have made us all publishers. We are now all video creators, selfie photo producers and writers that share by the billions every hour.

Why we need “machines”

The content explosion is overwhelming.

As the data volume has increased exponentially, the scale of the noise means that making sense of it needs artificial intelligence and machines with big powerful processors. Humans will need the machines to cope and make sense of the complexity and barrage of noise. This means we will “need” artificial intelligence marketing.

Artificial Intelligence Marketing can be distilled into 3 steps. Collect, reason and act.

  1. Collect: There is so much data that humans can no longer cope with the volume and we need computers to collate and collect it
  2. Reason: Making sense of the data and gain insights needs “AI” to perform it at scale
  3. Act: Then to need to use that insights to create messaging and content that influences the buying decision

The benefits of AI for marketers

According to a survey by Demand Base the top benefits that marketers see for using and applying artificial intelligence include increased insights, analysis and prospect identification.

DigitalImage source: Forbes.com 

How is it it being used?

Where is this artificial intelligence being used that maybe you don’t even notice?

  • Tagging of friends on Facebook with facial recognition
  • Deep learning technology that is woven into Facebook’s suggestions, Newsfeed algorithms and trending topics
  • LinkedIn uses “AI” to provide better job matching between business and candidate
  • Pinterest uses the intelligence of the robots to boost image recognition and search
  • News stories created by robots and humans: Washington Post is using an “intelligent, automated storytelling agent,” which they affectionately refer to as Heliograf. This smart technology scales  the creation of accurate news stories to meet the 24/7 news cycle. This was used to report the 2016 Rio Olympic games

And this is just scratching the surface. Econsultancy.com lists 15 other examples of artificial intelligence in marketing.

Expect to see more of these technologies and trends emerge in digital marketing automation tools and beyond.

4. Paid digital marketing is now a necessary evil

Digital marketing has never been truly free. But social networks gave us a taste of that for a few short years. We all piled in and when Facebook reduced its free and organic reach in the newsfeed to single digits the crowd complained.

When most of us discovered digital marketing the only option to pay for attention was banner ads on websites. Yahoo was one of the big players then. That was about it. It was the 1990’s.

In early 2000’s the rise of Google led to a new digital advertising option. Search advertising.

This was a way to make money that offered rivers of gold as the it was cheap to advertise online. But then Google changed the rules and increased the rates. Does that sound familiar to the big “F”?

It’s a 2 horse race

The concentration of revenue and the ownership of platforms means that advertising options maybe complex but still concentrated. Up starts like Snapchat are trying to muscle in after going public. But it has some major challenges to make any sizeable dent on the two giant incumbents of Facebook and Google.

This graphic from eMarketer shows the challenge it faces.

Digital marketing trends

Today the rules of the game means that you need to either have the skills within your company or find a good partner.

5. Live video keeps booming

Live streaming video is maybe the hottest trend in digital marketing right now.

One of the first social networks to offer this was Google+. Google Hangouts was a great part of the platform.

But Meerkat was maybe the first live streaming video app that captured our consciousness. Then it was Periscope and then Blab. Only one of those survives and that is because it has a rich uncle called “Twitter”.

But when Facebook “Live” was launched in 2015 to a limited audience of celebrities the game changed.

But why use live streaming?

Mark Zuckerberg has suggested that people watch live streams 300% longer and comment 10 times more than regular videos. In marketing terms, more engagement is gold.

digital marketing trends

Image source: Digiday.com

But “Live” video is great except when you have people sharing video streams of consciousness that are not worth watching. More content doesn’t mean better quality. My Facebook news feed is full of it.

6. The rise and rise of algorithms

Google’s algorithms were the first taste of the machines controlling what content you saw in search results. Then when Facebook reduced organic reach the intrusion of algorithms that filtered what we saw in Newsfeeds.

But today we are also seeing the application of algorithms and filtering to the email inbox. Marketing emails are often going to the promotions tab in your Gmail account.

Digital marketers will need to keep on top of this to ensure they are optimising content that rises above the search engine, social network and email filters.

The battle of beating the algorithms will continue.

7. Influencer marketing takes center stage

The social web gave rise to global topic tribes.

Bloggers created content on fashion, food and thousands of other niche passions. They also built loyal followers and advocates on Instagram, Twitter and Facebook. They constructed credibility and trust built on authentic content.

social media marketing trends

Image source: Twitter

As the noise increases online and reaching your target customer gets harder because of content clutter the influencer and thought leaders who have built reach globally are the new niche gatekeepers.

Brands are now paying to reach their admirers and devotees.

But there is a bigger challenge

The rise of of an Internet of apps (not websites).

Most of us are used to a digital world where you created content on your own website and then drove traffic and converted them into readers or customers. The Internet of apps is a huge fundamental shift that you can’t ignore.

According the New York Times the transition from an Internet of websites to an Internet of mobile apps and social platforms, and Facebook in particular, is no longer coming.  It is here.

It is a systemic change that is leaving many publishers (and businesses) unsure of how they will make money from their online assets.

Scott Rosenberg, a co-founder of Salon sums up my fear in this one sentence.

“With each turn of the screw, people began to realize, viscerally, that this is what it feels like to not be in control of your destiny,” 

One of the most exciting things about social media when I discovered it in 2008 was that it was the democratisation of publishing and marketing.  I no longer needed to pay media moguls or the gatekeepers. That was empowering.

But the internet of apps is happening.

Buzzfeed was receiving 504 million visitors a month and in 2016 it had dropped to 471 million. But what has happened is that it has moved its content strategy to other sites. Where it receives over 7 billion visits and views.

What does this mean?

This emergence of the internet of apps and platforms, has some big implications and challenges for marketers.

New growth avenues had to be found for views and readers. According to Buzzfeed,  it is about a “Network Integration Strategy”. Pushing content out to other hubs like Snapchat, YouTube, Pinterest and Instagram.

Their strategy is now one of “Creating” (people making stuff), publishing to their websites, uploaded to apps and distributed on multiple social channels. Then they keep measuring and iterating from the big data.

So is Mark Zuckerberg becoming the new gatekeeper?

What should you do?

Here are the top things you need to do to master marketing in a world of constant change.

  1. Hire geeks that can read the data that allows you to keep iterating and adapting.
  2. Keep an eye on tools that use artificial intelligence.
  3. Master efficient paid digital advertising. Don’t pay for advertising unless you can measure it.
  4. Use automation to scale and manage the complexity.
  5. Keep learning. Continuous education is essential.
  6. Experiment and then implement what works.
  7. Stand out by telling stories.

So…….strap yourself in and keep creating, evolving, pivoting and reinventing. There is no other option.

Sky U.K.’s McLaughlin Taps Digital Data For Omnichannel Customer View

Source: Sky U.K.’s McLaughlin Taps Digital Data For Omnichannel Customer View

Established businesses often come under fire for being slow at transformation, but a complete—or omnichannel—customer view should help speed up the process and benefit the bottom line. That’s the view of Rob McLaughlin, who joined Sky U.K. from DigitasLBi less than a year ago to head up the digital analytics function within the Insight and Decision Science division. His job is to build up the media and entertainment company’s customer intelligence capabilities.

In conversation with CMO.com recently, he explained the framework underpinning the approach and the outcomes of combining well-organised offline customer data with digital. It’s a challenge familiar to many in marketing and technology today, so we began by asking him about the role he plays.

McLaughlin: The Insight and Decision Science division was previously Sky IQ—a joint venture between Sky and Experian—but it’s now fully integrated into the business. We’re the guardians of all forms of customer data, from when it’s created in the acquisition phase in the early stages of the customer relationship, through to engagement and retention with that customer.

My role as head of digital analytics is a new one, and I was recruited specifically to fulfil the objective of exploiting digital data to bring value to the business. The approach I have to achieve this is through creating an omnichannel view of our customers. Why do we want to do that? So that we can drive improvements in customer experience but also drive business benefits, whether that’s working out how to service our customers, what content to buy, or what products and propositions to develop.

I have stakeholders across the business, from advertising and marketing for acquisition purposes, through to upgrade and cross-selling, customer experience, brand and in-life servicing, to help and support for our customers. And then, further too, across the content programming to understand what our customers are watching and what there is a demand for. We have a very structured engagement model, and the division is horizontal to ensure all stakeholders have access to this customer data capability.

CMO.com: Why is an “omnichannel customer intelligence” so important to you?
My team’s work is driven purely by the belief that, in order to understand the customer, we need to see their behaviour at all touch points with our organisation. If we only take a limited number of the engagement points, we believe the approach would be fundamentally flawed.

We understand the need for optimisation and making individual channels such as websites and apps work more efficiently, but, when it comes to understanding customers and how best to service, support, or to sell to them, we can’t have silos of behaviour hiding anywhere. That’s why we have to get the full view of their interactions.

It may sound trite, but our approach is to be customer rather than channel-focused. Digital for us is a set of channels that includes web, app, and interactive TV—they’re super important, and we want to use the data from those channels—but it’s only powerful if it’s customer-centric, and that means natively bringing it alongside the offline data. When I say natively, I mean conceiving and creating digital data, which, at source, is designed to fit with its offline relatives.

The prize we seek is to optimise the customer relationship in addition to optimising channels per se. We can certainly make ourselves far more relevant to the bottom line of the business that way rather than just being very good at optimising websites or apps. Real margin can only be found at the customer level.

CMO.com: What’s your framework for gaining the full picture of the customer?
Some of the established approaches to customer intelligence—what I call “old-school”—are often overlooked. These have typically been developed for complex customer and business needs in the offline world, but they’re common to digital channels too. As such, they have the potential to deliver against the nirvana of omnichannel customer intelligence and on the customer view.

If you take customer identification, for example, customers are creating plentiful data in all channels. Every interaction and associated meta fragments amount to many petabytes of information, but, without a key to tie these pieces of data to a customer, they’re meaningless and don’t contribute towards any form of customer intelligence. It’s, therefore, essential to be obsessed with the customer identifiability. Identification is not a new concept, we have simply seen an increased need for adherence to customer identifiers/keys as digital channels have proliferated and the lines between anonymous, known, identified, and verified have blurred.

Data complexity is a natural result of the large number of channels customers interact with. Unearthing and acknowledging the commonality across these channels in customer triggers, actions, and outcomes have helped us create a common currency for customer journeys when constructing our omnichannel model. It effectively means customers can be understood across diverse channels but in the same terms of reference, and it prevents us from categorising the different channels around just an action or as a location. Fundamentally, most interactions, whichever on or offline channel they occur within, rely on the same back-office systems, and these have been a great source of commonality to track back to.

There’s often a big demand from within businesses for data and decisions in real-time—but you have to accept that not all data will be created and available in real-time, and not all decisions will be made in-channel in real, or even near-time either. If you, instead, set a universal macro-tempo for the omnichannel customer view, you avoid forcing all systems and processes to perform at speeds that are not native to them and don’t create misalignment in data latencies. Frankly, I have found the business requirements for real-time data and/or decisioning to be shallow, and we treat each requirement on a case-by-case basis, ensuring investment is limited to the necessary applications.

These are some of the ways we’ve built our framework and built the intelligence. It’s been a big step for us.

CMO.com: Do you have an example of how the approach has already benefited the business?
We’ve uncovered areas where we can more effectively use digital channels to service customers, which is better for them but also of lower incremental cost to Sky. We have done this on an individual customer level, allowing for their behavioural history and preferences to drive our recommendations and actions in both on and offline channels. This allows us to sensitively target services or propositions to customers for whom they are most relevant. And, then, in cross-marketing attribution, we’ve uncovered opportunities to drive more effective courses of actions, such as how our customers choose to buy our product, whether through our contact centre or the web, app or TV. We can now select the course of actions we give them to drive them to purchase in the channel that is both easiest for them, but also most efficient for us.

CMO.com: What’s the focus for you now?
We need to drive omnichannel intelligence deep into our day-to-day operations so that, as an organisation, we can answer the big, infrequent questions such as what products to develop and what content to buy next, but also those smaller, very high-frequency decisions for the customer such as which offer to present to a customer or what content to recommend to them. That’s our long-term aspiration, and it’s something we expect to be working on for the foreseeable future.