New global capability aims to disrupt B2B marketing with a ‘boardroom-ready’ marketing solution comprised of B2B offerings and capabilities
Anchored in Havas Media’s UK operations and supported by the full scale of Havas Media Group’s global network, as well as Havas Group’s integrated Village model, Havas Business offers both strategy and end-to-end media execution
Havas Media Group (HMG) has today unveiled Havas Business, a new global offering which aims to disrupt B2B marketing with a ‘boardroom-ready’ marketing solution that unlocks meaningful value and growth in B2B for brands.
Havas Business was developed around the vision of ‘bringing media to the boardroom’. This is a commitment to help clients elevate the role of media and marketing to the top of their companies, and to design campaigns that impact business performance. And Havas Business will deliver value for clients across disciplines, deploying a fully-integrated B2C approach to B2B across three areas:
- Strategy: High-end consulting services to help B2B brands win in a competitive marketplace, including brand positioning, integrated comms, and content partnerships.
- Execution: Creating meaningful media experiences for B2B audiences through media planning and buying.
- Effectiveness: Leveraging bespoke, holistic measurement solutions to capture sales impact tailored to each client.
Borne from existing capabilities within HMG, Havas Business creates the first division within the group that’s devoted to helping clients respond to the rapidly growing and increasingly complex B2B landscape. In a survey of CMOs from B2B companies in North America, the UK, Germany and France, 68% of respondents planned to increase digital advertising budgets (source: Statista).
The division will draw from HMG’s extensive experience in making a meaningful impact in the B2B space, which has seen it establish Maersk as a leader in 3PL Logistics and winning awards such as B2B Brand of the Year from The Drum and most recently, B2B Grand Prix winner from WARC and Cannes Lions for the second year running. HMG also helped to strengthen AXA’s reputation in the investment category contributing to distribution and AUM growth (Most Effective B2B Campaign Awards for Marketing Effectiveness/Financial Services Forum).
The agency’s other existing B2B clients include Twill, JDE Professional, ABB, among others.
Based in the UK and supported by the full scale of HMG’s global network as well as Havas Group’s integrated Village model, Havas Business offers both strategy and end-to-end media execution to global and local B2B brands. Havas Business will now sit alongside Havas Media, Havas Entertainment and Havas Market as a core part of HMG’s offering in the UK, and will be integrated into HMG’s global offerings across 150 markets.
Patrick Affleck, CEO, Havas Media Group UK & Ireland, said: “The emergence of a new media landscape, a drive for brand purpose and a new generation of customers are ushering in a new dawn for B2B. As such, brands are beginning to see the huge growth potential of untapped B2B opportunity within their businesses. Havas Business provides a one-stop shop brands can partner with as they go on their journey.”
Peter Mears, Global CEO, Havas Media Group, said: “At Havas Media Group, we live by the power of collaboration to build meaningful brands. Building on decades of industry-leading B2B expertise in the UK, and a global network with the local acumen to address unique regional challenges, Havas Business is poised to deliver the future-forward, tailored B2B approach necessary in today’s dynamic landscape.”