{"id":36935,"date":"2021-05-31T08:08:20","date_gmt":"2021-05-31T13:08:20","guid":{"rendered":"https:\/\/www.adpulp.com\/?p=36935"},"modified":"2021-05-31T08:29:46","modified_gmt":"2021-05-31T13:29:46","slug":"havas-studios-is-a-new-kind-of-content-producer-for-brands","status":"publish","type":"post","link":"https:\/\/www.adpulp.com\/havas-studios-is-a-new-kind-of-content-producer-for-brands\/","title":{"rendered":"Havas Studios Is A New Kind of Content Producer for Brands"},"content":{"rendered":"

Editor’s Note: The following article was written and kindly provided by Mark Tungate of Epica Press Club.<\/strong><\/em><\/p>\n

Havas Group may have just cracked the production challenge of the multi-platform digital era. In partnership with Wellcom Worldwide<\/a>, the holding company has created a world-spanning creative production network called Havas Studios<\/a>.<\/p>\n

The operation is headed by Paul Ward, formerly group chief operations officer of Havas in the UK. An affable sort, Ward jokes in his LinkedIn profile<\/a> that he started out as a bingo caller in Whitley Bay: the seaside jewel of England\u2019s northeast coast. During the interview, we struggle to find a link with his subsequent career \u2013 although the bingo hall did advertise by hailing passers-by through amplifiers. He spent many of the following years in production, which may explain his remarkable calm given the enormity of the project he\u2019s taken on. <\/p>\n

\"\"
\n\u201cBecause of my background, as group COO I took a keen interest in what was happening in production,\u201d he says. \u201cAnd it was clear that clients were moving away from wanting to spend all their money on one, big Super Bowlesque production, to asking for strategic control over a number of interconnecting assets.\u201d<\/p>\n

For the price they might once have paid for a landmark film, clients now wanted at least ten different executions tailored to specific platforms. \u201cIn the past, our businesses were built to serve a single execution mentality. But we\u2019ve moved to a situation where clients still want craft, they still want \u2018big\u2019 \u2013 but they also want scale and they want to leverage different media. There are also a lot of conversations around how we\u2019re going to deal with automation, personalization, and DCO [dynamic creative optimization]. That requires a different model, which is what we\u2019ve created. To me, this is a genuine accelerator for change \u2013 not only for our own business but for the industry.\u201d<\/p>\n

Based in London, the network will initially incorporate content studios in the UK, Chicago, New York, Prague, Kuala Lumpur, Florida, and Australia, with sites in Germany, China, and Latin America to follow. Film, print, audio, digital, post-production, DCO \u2013 it will cover all the bases. <\/p>\n

The partnership with Wellcom Worldwide is a crucial part of the undertaking because Wellcom specializes in digital content production and social media strategies, among other things. Essentially it will be the tech engine of the new business. In 2019 it was acquired by Innocean, part of Hyundai and therefore not under the Havas umbrella. So how did the partnership come about?<\/p>\n

There are a couple of links, it turns out. Ward had already worked with Wellcom in a previous incarnation at BBH. When he arrived at Havas in 2015, he partnered with them to help set up and run the Havas UK production studio. \u201cThat was our test case. We nurtured it and monitored it and enjoyed its success for over four years, before saying: Now we know this model works, how do we replicate it around the world?\u201d<\/p>\n

Havas invited other companies to pitch, but Wellcom still emerged with the best offering. Coincidentally, Innocean is a major client of Havas Media Group. \u201cI\u2019m sure some of the candidates who didn\u2019t make it thought there was a background deal with Innocean. There absolutely wasn\u2019t. Hand on heart, we picked Wellcom because they were the ones we felt most confident in going with.\u201d <\/p>\n

Havas Studios is not alone out there: WPP has the \u201cproduction and adaptation\u201d outfit Hogarth<\/a>; while Publicis refers to its network Prodigious<\/a> as a \u201cglobal, cross-media production house\u201d. A similar global production structure, Tag, is owned by a private equity firm. <\/p>\n

As Ward implied earlier, the launch of Havas Studios reflects an industry shift, analogous to the spinning off of media departments as independent entities in the 1990s. So, like them, will Havas Studios have to pitch for work from existing creative clients \u2013 while also being free to seek standalone clients outside the Havas fold?<\/p>\n

\u201cThat\u2019s exactly what we\u2019re going to do,\u201d confirms Ward. \u201cWe\u2019ll be out there in the market, pitching as an independent content at scale business.\u201d Pitching as an independent production entity for projects from Havas clients is one of the biggest growth opportunities, he emphasizes. \u201cWe\u2019ll make full-blown films for clients, just as a production company would because they see the benefit of working with us and the creative side of Havas in partnership.\u201d <\/p>\n

In addition, he reveals that Havas Studios has already won work in North America that falls within its P&L performance, independently of the group. He stresses that he\u2019s not trying to steal million-dollar film productions from the higher end of the production industry \u2013 \u201cBut there is a swathe of other content that needs to be crafted and implemented across multiple channels.\u201d Indeed, expertise in tailoring brand messages to different platforms while ensuring consistency will be another key element of the offering. <\/p>\n

For all its technical elements, however, this is a people business \u2013 and Havas Studios is recruiting. \u201cWe\u2019re hiring talents from the places our creatives aspire to work with,\u201d says Ward. \u201cWe will build teams around our creative people that they can trust. I\u2019ve been very clear from the start: Havas Studios is not in-house. This is a business that people will want to work with because it\u2019s great.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Editor’s Note: The following article was written and kindly provided by Mark Tungate of Epica Press Club. Havas Group may have just cracked the production challenge of the multi-platform digital era. In partnership with Wellcom Worldwide, the holding company has created a world-spanning creative production network called Havas Studios. The operation is headed by Paul […]<\/p>\n","protected":false},"author":31,"featured_media":36936,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[6,3,296,70],"tags":[],"class_list":{"0":"post-36935","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-ad-people","8":"category-agencies","9":"category-agency-business","10":"category-content","11":"entry"},"yoast_head":"\nHavas Studios Is A New Kind of Content Producer for Brands - Adpulp<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpulp.com\/havas-studios-is-a-new-kind-of-content-producer-for-brands\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Havas Studios Is A New Kind of Content Producer for Brands - Adpulp\" \/>\n<meta property=\"og:description\" content=\"Editor’s Note: The following article was written and kindly provided by Mark Tungate of Epica Press Club. 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Mr. de Pouzilhac's exit from Havas ends an almost yearlong battle with Mr. Bollor\u00e9, the head of the manufacturing company,\u2026","rel":"","context":"Similar post","block_context":{"text":"Similar post","link":""},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":819,"url":"https:\/\/www.adpulp.com\/corporate_raide_1\/","url_meta":{"origin":36935,"position":2},"title":"Corporate Raider Has His Way With Havas","author":"David Burn","date":"June 9, 2005","format":false,"excerpt":"Ad Age: Havas shareholder Vincent Bollore won the four seats he demanded on the holding company","rel":"","context":"In "Agencies"","block_context":{"text":"Agencies","link":"https:\/\/www.adpulp.com\/category\/agencies\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":5400,"url":"https:\/\/www.adpulp.com\/mckinney_is_fre\/","url_meta":{"origin":36935,"position":3},"title":"McKinney Is Free At Last","author":"David Burn","date":"June 27, 2008","format":false,"excerpt":"You can't put a price on freedom, unless you're an independent agency working to free yourself from the clutches of a holding company. According to Ad Age, McKinney, the Durham, N.C.-based agency, is set to become an independent again, following a deal struck by agency management to re-acquire 100% interest\u2026","rel":"","context":"In "Agencies"","block_context":{"text":"Agencies","link":"https:\/\/www.adpulp.com\/category\/agencies\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":13486,"url":"https:\/\/www.adpulp.com\/when-brands-matter-people-care-otherwise-not-so-much\/","url_meta":{"origin":36935,"position":4},"title":"When Brands Matter, People Care. Otherwise Not So Much.","author":"David Burn","date":"November 8, 2011","format":false,"excerpt":"According to Havas Media, the people you're trying to reach today don't like you and don't want to hear from you. In fact, the agency's new study (that took into account the views of 50,000 consumers across 14 international markets) found that most people would not care if 70% of\u2026","rel":"","context":"In "Resistance"","block_context":{"text":"Resistance","link":"https:\/\/www.adpulp.com\/category\/resistance\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1259,"url":"https:\/\/www.adpulp.com\/post\/","url_meta":{"origin":36935,"position":5},"title":"Stuck In A Holding Pattern","author":"David Burn","date":"September 22, 2005","format":false,"excerpt":"The New York Times: The Publicis Groupe has approached a competitor, the Aegis Group, to discuss a possible takeover bid valued at around \u00a31.56 billion, or about $2.8 billion, people close to the companies said yesterday. One person cautioned that the talks between the two advertising companies were preliminary, but\u2026","rel":"","context":"With 13 comments","block_context":{"text":"With 13 comments","link":"https:\/\/www.adpulp.com\/post\/#comments"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/posts\/36935","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/users\/31"}],"replies":[{"embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/comments?post=36935"}],"version-history":[{"count":0,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/posts\/36935\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/media\/36936"}],"wp:attachment":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/media?parent=36935"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/categories?post=36935"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/tags?post=36935"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}