adapting to change with havas sports & entertainment

© Havas Sports & Entertainment

Adap%ng to Change

The Impact on Marke%ng and Communica%ons, 2012 by Jez JoweA


Our Services

Internal Communica%ons

Sponsorship consul%ng

Sports & Entertainment Strategic Consul%ng

Brand strategy

Branded content

Stunt marke%ng

Ideas & Crea%vity Ac%va%on

Social Media & Digital

PR Hospitality Live events

Sponsorship measurement (ROI and ROO)

Research & Measurement

Sponsorship consulta%on

Internal communica%ons

Ambassadors & celebri%es

Market intelligence studies


Our global footprint

5

A global team of 15 people based between Paris, London and Sao Paulo


Our People

550 colleagues

30 na%onali%es


Today

1. Global Change affecFng markeFng 2. Change and the impact on client work 3. Change within an organisaFon (HSE) 4. #FAILS = SUCCESS

7


01

Global Change

8

Audiences

Responsibility

Connec2vity

Proof


Audiences

Global ci%es & migra%on

Living younger for longer

Ci%zen Journalism


Responsibility

Consumers Caring

Corpora%ons CommiTng

Governments GeTng On


Connec2vity

I’m awake, connect with me

I’m here, meet me

Like me, be my friend


Proof

12

Evidence everywhere

ROI of everything

“This message is recorded..”


02 Evolu2on

Agile

Labs

Income

Change and the impact on client work


EvoluFon, or die

hAp://www.youtube.com/watch?v=yYF3c_clvEo&feature=relmfu


Agile and IteraFve

15

3 speeds (brand, agency, private)

Produc%on partners & specialists

S/T and M/T, not long term


LABS

16

Innovate & Experiment

Mash Ups, soldering irons

Live event pods & sta%ons


Income

17

Shared Risk

Performance Related Pay


Change within an organisaFon

03 Crea2vity

Working hours

Loca2on


CreaFvity

19

Ideas from Anyone

Reward par%cipa%on


Working Hours

20

Customer Service 24/7

Community Mgm’t 24/7

Idea%on 24/7


LocaFon

21

Digital Hobo’s

Skype Any%me, Anywhere

Trust


04

Win by Failing

Consumer #FAIL

Brand #FAIL

FAIL+LEARN = SUCCESS


Consumer #FAILS

23

YouTube “Consumer #FAIL compila%on”


Dominos #FAIL

24

YouTube “Dominos’ #FAIL ”


Sincere Apology

Domino’s Recovery

25


Sincere Apology

Domino’s Recovery

26

Social Presence


Sincere Apology

Domino’s Recovery

27

Social Presence UGC content


Sincere Apology

Domino’s Recovery

28


Local Targe%ng & trial


Sincere Apology

Domino’s Recovery

29


Local Targe%ng & trial Live reviews, mul% screen


“It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change”

Charles Darwin (1809-‐1882) English Naturalist

“When you're finished changing, you're finished” Benjamin Franklin (1706-‐1790) American statesman, scienFst and philosopher.

Embrace Change and Adapt

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Appendix