Manila, May 7^th, 2012 – Havas Media, one of the world’s fastest growing global media networks, has made further investments in its Philippines operations with the launch of Havas Media Ortega. The group celebrates the launch alongside the announcement that acclaimed advertising heavyweights have chosen to join this thriving team.

Lending his name to the new venture, the new Chairman and CEO, Jos Ortega is a brand guru for the APAC region. Ortega co-founded BBDO Guerrero Ortega, served as CEO at JWT and is the co-founder and current Chairman of BrandLab.

Bringing the creative think tank of Collab to the mix is the new Chief Collaborator Tonypet Sarmiento, an internationally recognised creative head who has consistently occupied Campaign Brief Asia’s Regional Creative Rankings List. Joining them will be Hermie de Leon, an influential pillar of the Philippines media industry who was the former CEO of Omnicom Media Group before joining Havas Media-MPG.

Completing the team is digital maverick Eduardo Mapa, Jr. who, in addition to being a founding member of the Internet and Mobile Marketing Association of the Philippines, has led Media Contacts Philippines to win the Araw Media Agency of the Year twice in a row.

The announcement follows the recent purchase of the mobile arm of digital industry leader Snapworx in January 2012 – now been rebranded as Mobext. Havas Media’s first successful operation Media Contacts boasts of a client portfolio including Unilever, Citibank, Air Asia, Unilab and LBC. It has also been awarded the coveted media agency of the year for two consecutive years.

Havas Media Ortega integrates two of Havas Media’s existing agencies in the Philippines, MPG (global media communications network) and Media Contacts (part of Havas Digital’s global award-winning interactive arm) with Collab, as well as the award winning Mobext brand, now the Philippines’ biggest digital and mobile marketing agencies. Havas Media Ortega will be the Philippines’ first truly full-service media agency that is investing at scale across all of its component services.

Havas Media Ortega Chairman and CEO, Jos Ortega comments:

“What attracted me to Havas Media is its growth record and entrepreneurial spirit. I felt it immediately when I first met the CEO Alfonso Rodés Vilà and Vishnu Mohan. As a strategic planner, I am also impressed with the group’s commitment to thought leadership. Artemis is a breakthrough tool and Havas Media’s Meaningful Brands framework and analysis takes the lead in the next generation business model. These are revolutionary ideas and I am looking forward to being a part of these developments and new thinking”.

Vishnu Mohan, CEO of Havas Media APAC adds:

“The creation of this heavyweight and inspirational team is a testimony to our commitment to the region and the strength of the existing teams who have done so well over the past two years. The digitalisation of media and convergence of technology has created a totally new and constantly changing media landscape that requires new solutions. While many other organizations are broken into silos that don’t allow them to have a systemic view on communications activity, Havas Media Ortega’s new integrated structure allows the teams to work across both disciplines and platforms to create deeper more meaningful campaigns for clients”.

Alfonso Rodés Vilà, CEO of Havas Media concludes:

“The move comes as part of a wider vision to build a strong and powerful Havas Media operation in the markets of the future – and as one of the top ten social media markets in the world and with a predicted double digit growth rate, the Philippines is certainly one of these markets. We are proud of our teams and their achievements and delighted that some of the country’s leading gurus have chosen to join us”.

About Havas Media Ortega

Havas Media Ortega is the first and only full-service media agency providing end-to-end solutions in the Philippines. Havas Media Ortega does not only offer the most complete and cohesive set of media services in the Philippines, it also aspires to provide clients work that is best in class in all the media services on offer.

Havas Media Ortega integrates MPG (part of Havas Media’s global media communications network), Media Contacts (part of Havas Digital’s global award-winning interactive arm) Mobext (from the award winning mobile network) and Collab, a creative think tank in Manila.

About Havas Media

Havas Media, the global media network of Havas, is one of the world’s fastest growing media groups having grown from 10 markets in 1999 to 122 markets in 2012.

Havas Media services its clients through a portfolio of specialist global networks and agencies. The group is organised to maximise local market dynamics whilst leveraging the extensive global insight and strategic support under its Meaningful Brands framework and analysis.

The companies within Havas Media include:  MPG (Havas Media’s global media communications network), Arena Media (Havas Media’s tailor-made communications network), Havas Digital (Havas Media’s global interactive network) and Havas Sports & Entertainment (Havas Media’s global sports and entertainment communication network).

Further information can be found at www.havasmedia.com

Contacts:

Asiya Bakht

Director, Marketing Communications

Havas Media APAC

HP: +65 94316454 , LL: +65 65959311

asiya.bakht@apac.mpg.com

@HavasMediaAPAC

MPG Indonesia has been tasked with handling both offline and on-line planning and buying, as well as new business consultation.

XL currently has close to 50 million subscribers and the brand’s media spend in the country is US$ 80 million, according to Nielsen figures.

Elsa Maria Bonita,GM Marketing Services, PT XL Axiata Tbk said: “MPG’s proposal answered the brief better than other agencies particularly on synergy between conventional media and digital. The agency offered us solutions that are expected to make the brand not only maintain high level of awareness but also build a relationship with the audience. We were especially impressed by the level of digital expertise displayed by the agency during the pitch.”

Achie Francia-Munar, CEO of Havas Media Indonesia said: “This year has started on a fantastic note and we have seen a great momentum at MPG MC Indonesia with wins like Berniaga, LPS, DBS, and more recently, AXA Mandiri and now XL.

“We are obviously looking forward to working on the XL business. All throughout the pitch the clients appreciated our understanding of not only the brief, but also the telco category. XL as a brand is driven by creativity and innovation, which is exactly what drives us at MPG MC as well. ”

The key business objectives of XL in Indonesia are to drive the data and 3G market conversion.

About MPG:

MPG anchors Havas Media, the world’s fastest growing global media network and recipient of the network Service Award at the 2010 Valencia Festival of Media. MPG provides media planning & buying, strategic consulting, branded entertainment and interactive marketing services for a range of clients in every region of the world. With offices in 109 countries, MPG consists of over 3,500 media professionals working across a broad variety of disciplines and categories.

MPG Press Contact:

Asiya Bakht

Director, Marketing Communications

Phone : +65 94316454

asiya.bakht@apac.mpg.com

The acquisition forms part of Havas Sports & Entertainment’s strategy to up-weight its global brand engagement offer, particularly in the run up to the London 2012 Olympic and Paralympic Games and the 2014 FIFA World Cup ™ Brazil.

The ignition brand will join the Havas Sports & Entertainment and Cake Group agencies in delivering experiential campaigns in markets complementary to the network’s existing local footprint, which now spans 34 offices in 20 markets. With ignition’s headquarters and strongholds in Atlanta and New York, the move will significantly increase Havas Sports & Entertainment’s capabilities in the US. 

ignition’s delivery of large-scale, event-led brand engagement campaigns and leadership in sustainable experiential marketing will also complement Havas Sports & Entertainment’s current branded content, social media, sponsorship  consulting, PR, brand experience and research offers.

Along with synergies in location and expertise, ignition also adds an attractive, long-retained client base with brands such as American Express, BP, Delta Air Lines, ESPN, Kia, United Nations Foundation, Victoria’s Secret and The Coca-Cola Company (with whom it holds a prestigious ‘global partner’ status).

ignition will continue to be managed by Mike Hersom, current ignition president, alongside Cindy-Ann “CA” Hersom, CMO, and Dill and Susan Driscoll, the original founders. Hersom will report into Havas Sports & Entertainment’s global president and CEO Lucien Boyer.

“We are proud to welcome ignition to the Havas Sports & Entertainment network. Together we will achieve great things thanks to ignition‘s expertise and outstanding reputation for delivering sustainable consumer experiential events around the world,” began Boyer.

“ignition will add tangible value to the Havas Sports & Entertainment and Cake Group agencies in our network, helping to reinforce our strong global offering at a very interesting time for brands in sports and entertainment”.

“ignition’s 15 year history of activating the Olympic Torch Relay, including for London 2012, and 14 years activating the Trophy Tour in relation to the FIFA World Cup™ for The Coca-Cola Company will also build on our involvement with these key clients and sports organizations.”

Hersom adds: “Today the ignition brand goes truly global. With Havas Sports & Entertainment’s infrastructure, insight and reach, coupled with our 15 year track record of leading complex international consumer campaigns, we are now poised to take our magic to scale for sustainable growth.”

This move is part of Havas’ acquisition strategy to both develop and expand core areas of expertise and to target entrepreneurial, innovative forward-looking agencies that use creativity and technology to develop better relationships between consumers, brands and their wider communities.

ENDS

Contacts:

US: Tara Vetro
tara.vetro@mpg.com
T: +1 646 587 090
M: +1 917 318 1953

UK: Dan Connolly
dan.connolly@havas-se.com
M: +44 (0) 7832 126 775

France: Lorella Gessa
lorella.gessa@havas.com
T: +33 (0)1 58 47 90 36

About Havas Sports & Entertainment

Havas Sports & Entertainment is the global brand engagement network of Havas.

Part of Havas Media, our 34 offices in 20 markets, which include the Havas Sports &
Entertainment, Cake Group and ignition agencies, deliver strategically sound creative solutions based on insight, experience and a deep understanding of what binds people together into communities: shared passions.

Our ambition is to create meaningful relationships between brands and people through their passions using creativity, media and technology. Whether it is sponsorship, content creation, partnerships, celebrity endorsement, social networks, live brand experiences, bespoke or off the shelf, we recommend pioneering engagement solutions to ensure an ongoing conversation with brands’ current and future fans.

Havas Sports & Entertainment’s international clients include:  adidas, Atos, BBVA, British Airways, The Coca-Cola Company, Danone, EDF, IKEA, Hyundai, Kia, Lloyds Banking Group,  LVMH, Mars, Nintendo, Orange, Procter & Gamble, PSA Peugeot Citroën, Reckitt Benckiser, Santander, Sony, and Yahoo! and sports organizations such as the Argentinean Tennis Association, the English Premier League, FIFA, the French Golf Federation, the Italian Rugby Federation and Roland Garros Further information can be found at www.havas-se.com

Havas Sports & Entertainment is the official organizer of the Global Sports Forum Barcelona, alongside the City of Barcelona.

About ignition

ignition is the industry leader in Sustainable Brand Experiences. This agile agency strives to make a positive difference for the people it works with, the brands it represents and for the
world we all live in. Driven by its passion and guided by its expertise, ignition has initiated global standards and tools for executing Sustainable Brand Experiences. Its proprietary ignition Sustainability Execution Scorecard™ (iSES) is the industry’s only tool for planning, activating and measuring the environmental and social impact of a Sustainable Brand Experience. Learn more about ignition’s people, its trailblazing activations and iSES at www.ignition-inc.com

About Havas Media

Havas Media, the global media network of Havas, is one of the world’s fastest growing media groups having grown from 10 markets in 1999 to 122 markets in 2012.

Further information can be found at www.havasmedia.com

The teams from MPG Media Contacts and Havas Media debate these issues in London today at a conference that reveals alternative solutions for retail’s long-term survival.

MPG Media Contacts and Havas Media’s Meaningful Brands framework can reveal:

• The retail sector in the UK is the top scoring sector in terms of its perceived impact on our quality of life and wellbeing
• Five of the top 20 ranked global meaningful retailers are from the UK (M&S, Sainsbury’s, Tesco, John Lewis and Waitrose)
• Despite this, most retailers in the UK are under delivering in terms of their contribution to our personal wellbeing

Based on a global analysis of 50,000 people across 14 countries and 300 brands (including 57 retail brands), Meaningful Brands highlights the different strategies adopted by retail all over the world and pinpoints some clear untapped opportunities for retailers in the UK. For the first time, Meaningful Brands allows us to analyse the different impact and importance of both collective drivers (i.e. how brands improve communities, our society and the environment) and personal drivers (i.e. their influence on factors such as our health, fitness, happiness, values, social relationships, financial security, life styles and habits).

Retail is the most meaningful sector
The Meaningful Brand Index, which measures the impact of brands on our wellbeing and quality of life, places retail as the highest performing sector in the UK – out scoring popular sectors such as food and beverages, telecommunications, IT and consumer electronics. Despite this positive picture, when we look at the other 14 countries in the study, the UK is one of the least attached nations to retail (the lowest levels of “retail love” recorded is in France). People in LATAM and Asia Pacific showed the highest levels of brand attachment towards retail. This reflects the trend in the UK and Europe where people have lower levels of attachment to brands in general.

Most meaningful retail brands

The top retail brands globally:
1. Mercadona (Spain) 2. Coop (Italy) 3. Decathlon (France) 4. Homecenter (Colombia)
5. IKEA (Global) 6. Marks & Spencer (UK) 7. Sainsbury’s (UK) 8. Whole Foods (USA) 9. Alksoto (Columbia) 10. Target (USA) 11. Tesco (UK) 12. Home Depot (USA) 13. E. Leclerc (France) 14. Leroy Merlin (Global) 15. John Lewis (UK)

Five of the top 20 meaningful retail brands come from the UK (including Waitrose at number 20).

What matters to us on a global scale when we shop
In general at a global level, good product experience, sustainability, ethics, contribution to the country’s economy, job creation, and being a good employer are the top ‘collective’ considerations when we shop. We cite saving us time, making us happy and helping us feel connected with our communities as the key things that we look for from retail at a ‘personal’ level.

Emerging ‘Me’ culture in the UK
When thinking about retail outlets, consumers in regions such as Latam and Asia Pacific are focused on factors such as the community, job creation and the environment. In the UK we find a bias towards more personal drivers such as habits, happiness and saving time/money. Specifically, people in the UK rank, in order of importance “shows me respect”, “delivers quality products”, “listens and cares”, “helps save money” and “makes me feel good and happy” as the top five expectations of retail.

The response to this from UK retailers is split. Supermarket giants such as Tesco and Asda are focused on people’s personal wellbeing and providing personal outcomes, such as making our lives easier, helping us adopt better habits or learning new things.** Other equally successful UK retailers focus more on collective wellbeing – good quality, healthy products (M&S and Waitrose) and being responsible within society and the environment (The John Lewis Partnership).

Kate Cox, MPG’s Head of Strategy in the UK comments “It’s interesting that we see such a complex yet specific mandate from consumers followed by a seemingly diverse response from retailers. With such a divide, it’s clear that the retail sector still has plenty of opportunity to leverage untapped areas. Retail brands must understand how the relationships between our personal lives and our communities are entwined. True meaningful retail brands will be the ones who embark on, and communicate a strategy that offers positive solutions to the unique set of personal and collective demands and expectations. Being a retailer requires a lot more understanding of our personal lives and our relationship with our communities than it used to.”

Umair Haque, Director Havas Media Labs speaking at the conference, adds:
“Competition in the retail sector is well known for being bruising. But what is it that really drives so many seemingly similar brands forward in our hearts and minds? It’s the difference they make in our messy human lives -in the hard terms – their tangible impact. Yesterday, retailers could be content with scale and scope- but today, those are often table stakes: people are searching for meaning in every interaction they have with institutions, especially in retail. The challenge, then, might be summed up as this: matter in human terms -or recede into irrelevance.”

Other meaningful retail facts:
1. Financial benefits are more important to Europeans than people in Latam and the US.
2. Europeans place more importance on product and market place (price, packaging and labelling) factors, whereas people in Latam and the US are more focused on emotional issues such as happiness and connecting to friends and communities.
3. Retailers in the UK and globally are under delivering when it comes to personal outcomes such as happiness, satisfaction, savings, learning’s and belonging.
4. Although respect and value are both highly ranked, UK consumers want retailers to deliver respect before value.
5. UK consumers also credit “making me feel good” as more important than “making the world a better place.”
6. Although both important, consumers in the UK cite “listening and caring” before “helping save money”.

*Source: Local Data Company 2012
**Tesco: Big Price Drop, Tesco Diets, Real Food – recipes, Baby & Toddler club, Responsible Farming, Greener Living. Asda: Chosen by you, Bright ideas, Asda Mumdex, Household Budget Planner, Income Tracker Report, George Style Blog, Asda Price Guarantee, Aisle Spy.

CONTACTS

Sushil Mitchell
sushil.mitchell@uk.mpg.com
020 7393 2478

Suzie Warner
Suzie.warner@havasmedia.com
+44 (0)7968 450185

-Ends-

About MPG Media Contacts
Our expertise lies in offline media planning and buying, digital media planning and buying including direct, display, ecrm, affiliates, PPC and SEO.

A growing element of our service includes data analysis and how this insight can help clients connect understanding across channels including teams focused on econometrics, customer data strategy and web analytics. We are also able to deliver a wide degree of creative services from branded content, product placement, social, digital creative and search copy, mobile apps, web usability and web build.

As a company, we are all about talent and service; working together, in one building, with one goal, to deliver market leading, integrated, meaningful communications solutions for our clients.

‘Meaningful Brands’ is our philosophy and approach towards communications planning to help our clients to reconnect with people and survive the digital communications revolution.

Our clients include: EDF Energy, Hyundai & Kia, Clarks, Magners, BBC, Camelot, P&O Ferries, Nationwide, AXA, National Express and Nando’s.

MPG Media Contacts is part of the global advertising and communications services group, Havas. Havas operates through its two worldwide networks, Euro RSCG Worldwide and Havas Media.

• Majority of consumers would pay 10% more for socially and environmentally responsible goods in India and China
• 95% and 85% say they trust companies with a responsible or social profile more than those without in China and India respectively.

 
Furthermore, for the second year running, Havas Media also found that most people would not care if 70% of brands ceased to exist. Further evidence, it argues, that the existing approaches to building and measuring brand value are out of date.

As a direct response, Havas Media has launched “Meaningful Brands,” a global framework that offers a new index, analysis and proprietary tools to measure and build brand value in the context of today’s demanding environment.

This innovative global undertaking that covers India and China in Asia Pacific enables us, for the first time, to connect brands with our quality of life and wellbeing. It does this by easuring the perceived impact of brands on our personal wellbeing – their influence on factors such as our health, fitness, happiness, values, social relationships, financial security, lifestyles and habits – and our collective wellbeing, that is, how brands help to improve communities, societies and the environment.

The key consumer trends in China and India include:

• 74% and 62%  say they would pay 10% more for socially and environmentally responsible goods
  in China and India (highest globally aside from Chile).
• Information and expense are the main barriers to socially responsible consumption, with credibility being another key issue in both markets.
• 84% in China  feel it’s the responsibility of companies rather than the government to solve  social and environmental issues (compared with 64% in 2009) and 76% in India with a similar increase since 2009.
• 95% and 85%  say they trust companies with a responsible or social profile more than those
  without in China and India respectively.
• Empowerment is  down in China: 64% feel that they can make a difference to how companies behave  and this is static in India at 71%.
• But so is cynicism: 71% feel that most companies are only trying to be responsible to improve their image and only 12% trust what companies say in this area.

Worldwide and regional comparisons:

The analysis suggests that the next generation of brands will come from  emerging economies. People in fast growing economies, such as Asian and Latin American markets, record a stronger and healthier relationship with brands. The proportion of brands making a notable positive contribution to our lives increases to around 57 % in China, 30% in Latin America, compared to 8% in European markets, where people tend to be more sceptical and less engaged with brands. In the US it’s 5%.

Vishnu Mohan, CEO of Havas Media Asia Pacific, said: “The findings of Meaningful Brands analysis are especially relevant for marketers in Asia. It clearly shows the seriousness with which consumers in Asia look at the social, ethical and environmental aspects of a brand. As a region, which is growing at a rapid pace, the findings provide us a huge opportunity to create the context that promotes the growth of meaningful brands. Companies and brands operating in our region can play a big role in transforming the lives of millions of people and contribute to the progress of their societies.”

By contrast, the situation in developed economies is the opposite. Brands in these regions are no longer seen to improve people’s quality of life. There is an aging and increasingly poorer middle class who are demanding that brands help them to lead and create new lifestyles that fit in to their new expectations and values. In order to survive, these brands must re evaluate their definitions of success and take up the challenge to make meaningful contributions to these people’s lives.”

Meaningful Brands helps us to develop this type of relationship by understanding exactly what people expect from brands. It also helps us track how successful companies are responding to these needs by understanding how these companies are contributing to our wellbeing, both as citizens and individuals,  and how they communicate these values to us. It also shows us that there’s a big business opportunity for brands who are able to satisfy consumers by creating wellbeing in the context of their new values, expectations and local market realities.

About the research:

The research was carried out from March to June 2011 across 14 markets -  France, Spain, UK, Germany, Italy, USA, Mexico, Brazil, Colombia, Chile, Argentina, China, Japan and India. The research took into account the views of 50,000 consumers via online panels.

About Havas Media

Havas Media, the global media network of Havas, is one of the world’s fastest growing media groups having grown from 10 markets in 1999 to 122 markets in 2012.

Havas Media services its clients through a portfolio of specialist global networks and agencies. The group is organised to maximise local market dynamics whilst leveraging the extensive global insight and strategic support under its Meaningful Brands framework and analysis.

The companies within Havas Media include:  MPG (Havas Media’s global media communications network), Arena Media (Havas Media’s tailor-made communications network), Havas Digital (Havas Media’s global interactive network) and Havas Sports & Entertainment (Havas Media’s global sports and entertainment communication network).

Further information can be found at www.havasmedia.com or follow us on Twitter @HavasMediaAPAC

Contacts:

Asiya Bakht

+65 94316454

Asiya.bakht@apac.mpg.com

@AsiyaB

Asia Pacific, 17th January, 2012 – Havas Media announces the acquisition of a majority stake in Snapworx Mobile Inc. the mobile marketing arm of Snapworx Inc., one of the Philippines’ biggest digital marketing agencies. Following the acquisition Snapworx’s mobile business will be rebranded as Mobext, which already operates as the global mobile marketing brand within the Havas Digital stable.

This acquisition further strengthens Havas Media’s footprint in the area, adding to its existing two agencies; MPG and Media Contacts.

Snapworx, founded in 2002, is a leading independent digital agency in the Philippines. The agency’s areas of expertise include mobile, social and search marketing. Snapworx counts among its roster of clients Procter & Gamble, San Miguel Food Group, the SM Group of Companies, PLDT, Tupperware Brands and Wyeth, in addition to other blue chip brands.

The newly branded Mobext in the Philippines will be led by Arthur Policarpio, the current CEO of Snapworx, who will report in to Vishnu Mohan, CEO of Havas Media APAC. With a decade of mobile marketing experience, Arthur is a pioneer in the mobile marketing industry, and is a recognized industry leader in the Philippines. He was the former President (2009) of the Internet and Mobile Marketing Association of the Philippines (IMMAP), the country’s premiere association for internet and mobile marketing. He will be joined in the Mobext management team by Jeremy Obial, Snapworx co-founder and Chief Technology Officer.

Alfonso Rodés Vilà, CEO of Havas Media, said: “We are constantly focused on enhancing our service offerings to address the needs of our clients and the acquisition of Snapworx is part of this strategy. The Philippines is one of Asia’s biggest mobile markets where the demand for mobile marketing solutions is growing exponentially. Snapworx has some incredibly strong platforms for mobile marketing and considerable expertise in digital. This acquisition also perfectly complements our other agencies in the Philippines”.

Anthony Rhind, CEO of Havas Digital, said: “Snapworx has some extremely sophisticated platforms for mobile marketing and a very impressive list of clients. It is a wonderful addition to Havas Digital’s agencies and we see a great cultural fit with them. I am excited by the prospect of the new agency Mobext, and look forward to working with the teams to continue and support the great work that it is so well known for.”

Arthur Policarpio, CEO of Mobext said: “We are pleased to be a part of the Havas Media family. The group has both strong local operations and a solid global footprint. We are looking forward to further enhancing the group’s strength and expertise through our extensive experience in the Philippines market.”

Mobext is currently present in 11 markets globally. In Asia, the agency brand was launched in India in May last year, with plans for roll out in three more markets this year.

The agency offers comprehensive services including messaging services like sms and download, mobile internet services like WAP consulting and development, mobile display, mobile search and proximity based services including LBS and mapping. It will also offer integration through reporting and analytics by Havas Digital’s campaign management platform, Artemis.

About Havas Media
Havas Media, the global media network of Havas, is one of the world’s fastest growing media groups having grown from 10 markets in 1999 to 122 markets in 2012.

Havas Media services its clients through a portfolio of specialist global networks and agencies. The group is organised to maximise local market dynamics whilst leveraging the extensive global insight and strategic support under its Meaningful Brands framework and analysis.

The companies within Havas Media include: MPG (Havas Media’s global media communications network), Arena Media (Havas Media’s tailor-made communications network), Havas Digital (Havas Media’s global interactive network) and Havas Sports & Entertainment (Havas Media’s global sports and entertainment communication network).

Further information can be found at www.havasmedia.com or follow us on Twitter @HavasMedia

About Mobext
Mobext is the mobile marketing network of Havas Digital, the umbrella holding company that manages all Havas Media’s interactive assets. Mobext was launched in 2007 as the first agency and strategic consulting company to offer specialised services within the international mobile marketing arena. The network’s main mobile marketing services include; mobile sites & apps, SMS/QR/2D bar code/image recognition, multi platform apps, m-commerce, social & LBS, music & video games, search, standard & rich media, augmented reality, amongst others.

Mobext currently operates in the US, Spain, France, UK, Portugal, Mexico, Brazil, Chile, Argentina, India and Colombia. Mobext works with a large list of blue chip clients globally such as Barclays, Bimbo, Coty, Citroen, Grupo Prisa, Kmart, Nike, Pikolin, Planeta d’Agostini, Spanair, Telcel, Toyota, and Warner to name a few. Mobext has been awarded best mobile agency of 2011 in the US by Mobi Awards.
Please see www.mobext.com for more information.

Contacts:

Asiya Bakht
+65 94316454
Asiya.Bakht@apac.mpg.com
@AsiyaB

GT Media is Ireland’s leading independent media agency and its clients include AGA, Champion/JD Sports, Dyson, Gowan Group, Investec, Irish Cancer Society, Neff, Moneygram, Seven Seas and the Sunday World Newspaper

This new partnership, to be called Havas Media Ireland, will manage Havas Media’s international clients in the Irish market.

Havas Media Ireland will be managed by GT Media director John Gallagher, who has 25 years media experience, and he will work closely with Havas Media UK CEO, Mark Craze.

Graham Taylor, CEO of GT Media said: “This is a significant partnership for us all. We are looking forward to working with the Havas Media team and leveraging Havas Media’s central resources and research projects – such as Meaningful Brands. Their style of operation also fits with the culture and ambition of GT Media.”

Mark Craze added: “We are very excited about our future with GT Media and the prospect of working with the leading independent media agency in Ireland. We have been considering our growth options for some time and wanted to join forces with a respected team that shared our philosophy and ambitions.”

Both the Havas Media and GT media brands will operate in the market and the partnership is operational as from today.

About Havas Media
Havas Media, the global media network of Havas, is one of the world’s fastest growing media groups having grown from 10 markets in 1999 to 122 markets in 2012.

Havas Media services its clients through a portfolio of specialist global networks and agencies. The group is organised to maximise local market dynamics whilst leveraging the extensive global insight and strategic support under its Meaningful Brands framework and analysis.

The companies within Havas Media include: MPG (Havas Media’s global media communications network), Arena Media (Havas Media’s tailor-made communications network), Havas Digital (Havas Media’s global interactive network) and Havas Sports & Entertainment (Havas Media’s global sports and entertainment communication network). www.havasmedia.com

Contacts:
Suzie Warner, 07968 450185 suzie.warner@havasmedia.com

• archibald ingall stretton UK won Gold at the Globe Travel Awards for its Expedia Hotel View campaign.
• Arena Media Spain won Best Media Activity at the Smile Festival 2011 for its campaign “Las nuevas Aventuras de Enuto Mojamuto” for Movistar.
• Arena Media Spain won Best Interactive Campaign at the Smile Festival 2011 for “Trina y Muchachada” for Schweppes.
• Arena Media Spain won Best Advertising Company at the Smile Festival 2011 for its “Duelo en la Arena” campaign carried out for its own agency.

April – June 2011

• archibald ingall stretton UK won a Bronze Media Lion at the Cannes International Advertising Festival in the Best Use of Special Events & Stunt/Live Advertising category for CoppaFeel’s Boob Hijack.
• archibald ingall stretton UK won the Consumer Benefit Award at the Festival of Media for CoppaFeel’s Boob Hijack.
• archibald ingall stretton UK won Gold at the Internationalist Awards for Media Innovation for O2 3D Rugby.
• archibald ingall stretton UK won Gold in the Direct Mail Flat, 10,001-100,000 pieces category at the John Caples International Awards for its O2 Operational Effectiveness campaign.
• archibald ingall stretton UK won Silver in the Radio category at the John Caples International Awards for its WRAP Food Lovers campaign.
• archibald ingall stretton UK won Bronze in the Retention category at the John Caples International Awards for its O2 3D Rugby campaign.
• archibald ingall stretton UK won Bronze in the Creative Use of Technology category at the John Caples International Awards for its Expedia Hotel View campaign.
• archibald ingall strettonUK won Best Communication campaign featuring Experiential Marketing at the MAA Best Awards for its O2 3D Rugby campaign.
• archibald ingall stretton UK won Best Writing at the MAA Best Awards for its O2 Operational Effectiveness campaign.
• archibald ingall stretton UK won a Chip award at the Chip Shop Awards for its North Face campaign.
• archibald ingall stretton UK won a Chip award at the Chip Shop Awards for its Best Steal from the Chip Ship Awards 2010 campaign.
• Arena Media Chile was awarded Best Creativity in Press Advertising by La Cuarta newspaper for its Tapsin campaign for Maver Laboratory.
• Arena Media Spain won Silver in the Internet category at the AMPE Awards for Enjuto Mojamuto’s Adventures for Telefonica (Movistar).
• Arena Media Spain won Goldin the Best Use of Audiovisual: TV, Cinema, Radio category at El Festival de Sol 2011 for ‘Enjuto Mojamuto’s Adventures’ for Telefonica (MoviStar).
• Arena Media Spain won Bronze in the Products & Services category at El Festival de Sol 2011 for ‘Yo vivo en Fnac’ for Fnac.
• Arena Quantum UK won Best Use of Affiliate Marketing at the Revolution Awards for Domino’s Pizza.
• Arena Quantum UKwon Best Use of Social Media at the Affiliates4u Awards for Domino’s Pizza.
• Arena Quantum UK won Best Use of Search at the NMA Awards for FlyThomasCook.
• Cake UK won a Bronze Media Lion at the Cannes International Advertising Festival in the Best Use of Ambient Media: Large Scale category for its Get Lost in the West End for the West End Partnership.
• Cake UK won Gold at the Internationalist Awards for Media Innovation for its Get Lost in the West End campaign for the West End Partnership.
• Cake UK won the Events – Publicity Stunt category at the SABRE Awards for its Get Lost in the West End campaign for the West End Partnership.
• Havas Sports & Entertainment Argentina won Gold at the Lapiz de Oro awards in the Best Use of TV category for Pedigree’s Kymba campaign.
• Havas Media Belgium was named Media Agency of the Year at the 2011 AMMA Awards in Belgium.
• Havas Media,HS&E Miami and HS&E Argentina won a Silver Media Lion at the Cannes International Advertising Festival in the Best Use of Branded Content category for Pedigree’s My Ideal Dog campaign.
• Havas Media, HS&E Miami and HS&E Argentina won Gold at the Internationalist Awards for Media Innovation for Pedigree’s My Ideal Dog campaign.
• Havas Media, HS&E Miami and HS&E Argentina won Best Pan Regional Campaign at the Portada Panregional Advertising and Media Awards for Pedigree’s My Ideal Dog campaign.
• Havas Media, HS&E Miami and HS&E Argentina won the Reality/Docuformat category at the Factual Entertainment Forum 2011 for Pedigree’s My Ideal Dog campaign.
• Havas Sports & Entertainment and Arena Media Chile won a Silver Media Lion at the Cannes International Advertising Festival in the Best Use of Sponsorship category for its Mission Impossible campaign for Gasco.
• Havas Sports & Entertainment UK / Global won Best Global Campaign in the geographic category at the SABRE Awards for its Yahoo! Penalty Shoot Out campaign for Yahoo!
• iGlue Spain won Best Online Campaign of the Year at the Premios a la Publicidad en Internet for Vodafone.
• Media Contacts Brazil won Bronze in the Internet category at the Wave Festival for its “10 years Media Contacts Brazil” campaign.
• Media Contacts China won 2 Silver awards at the Golden Mouse Festival for its KFC Music Manager campaign in the Comprehensive Award category and for its campaign for perfume Ricci Ricci in the Microblog Marketing category.
• Media Contacts Spain was named Best Digital Media Agency at the Interactiva Awards.
• Media Contacts Spain was named Best Digital Media Agency at the Premios a la Publicidad en Internet.
• Media Contacts Spain won Gold in the Best Action Online Promotional Marketing category at the Interactiva Awards for its Command Fantastic campaign for El Corte Ingles.
• Mobext Spain won Best Mobile Campaign of the Year at the Premios a la Publicidad en Internet for Citröen’s DS 3 Retro campaign.
• Mobext Spain won Bronze in the GSMA’s Coca-Cola Brand App Challenge for its app ‘Happiness is Everywhere’.
• MPG Argentina won Silver in the Support Creativity category at the Lapiz de Oro awards for its Papelitos campaign for Coca-Cola.
• MPG, Media Contacts and Havas Sports Mexico won a Gold Media Lion at the Cannes International Advertising Festival in the Best Localised campaign category for Nike City Cup for Nike.
• MPG andMedia ContactsMexico won Silver in the Brand Awareness category at IAB Conecta Mexico for their El Talismán campaign for Seguros AXA.
• MPGand Media Contacts Spain won Silver in the Best Use of Outdoor category at El Festival de Sol 2011 for ‘More than a Run’ for American Nike Iberia.
• MPG Media Contacts UK won Best Use of Search at the Revolution Awards for its ‘We love Magners 360′ campaign for Bulmers.
• MPG Media Contacts UK won Best Use of Roadside Posters at the Clear Channel Outdoor Planning Awards for its ‘Pre-election campaign’ for The Conservative Party.
• MPG Media Contacts UK won Best Ongoing Use of TV at the Thinkbox TV Planning Awards for its work on Camelot.
• MPGand Media Contacts US won a Gold Media Lion at the Cannes International Advertising Festival in the Best Use of Integrated Media category for its Follow the Green Line campaign for Fidelity.
• MPG and Media Contacts US won the Grand Prix at the Internationalist Awards for Media Innovation for Fidelity Follow the Green Line.
• MPG and Media Contacts US won Silver at the Internationalist Awards for Media Innovation for Valspar Go Big Go Bold Go Do.
• Z+ Brazil won a Bronze Outdoor Lion at the Cannes International Advertising Festival for Car / Refrigerator/Knives for Supermercado Dia.
• Z+ Brazil won a Bronze Outdoor Lion at the Cannes International Advertising Festival for Paints / T-Shirt / Shirt for Penalty.
• Z+ Brazil won a Bronze Outdoor Lion at the Cannes International Advertising Festival for War / Dinosaur for Jamute Audio.

July – September 2011

• Cake UK won Best App at the BT Digital Music Awards 2011 for Orange Glastonbury 2011.
• Havas Digital Argentina won Silver in the Internet, Social Media category at the Amauta Awards for its Apagá tu foto campaign for Fundación Vida Silvestre.
• Mobext US was named Best Mobile Agency at the Digiday MOBI Awards.
• Mobext US won Best Mobile Branding campaign for Volvo at the Digiday MOBI Awards.
• Mobext US won Best Mobile Promotion for a Product Launch for Volvo at the Digiday MOBI Awards.
• MPG Argentina won Silver in the Beverages category at the EFFIE Awards for its “Necesitamos Menos Reglas y Más Imaginación” for Coca-Cola Light.
• MPG and Media Contacts US won Best Use of Traditional Media at the Boston Ad Club’s Maven Awards for their “Follow the Green Line” campaign for Fidelity Investments.
• MPG, Media Contacts and Mobext US won Best Use of Digital Media at the Boston Ad Club’s Maven Awards for their “Toast your Town” campaign for McDonald’s.
• MPG, Media Contacts and Mobext US won Best Use of Social Media at the Boston Ad Club’sMaven Awards for their “Toast your Town” campaign for McDonald’s.

October – December 2011

• archibald ingall stretton UK won Bronze in the Best Use of New Technology category at the DMA Awards for Skoda vRS, made of meaner stuff for Skoda UK.
• Arena Media Mexico was named Media Agency of the Year at the Eagle Awards 2011.
• Arena Media Portugal was named Media Agency of the Year at the VII Premios a Eficacia.
• Arena Media Portugal won Gold in the Health, Beauty & Hygiene category at the VII Premios a Eficacia for Pharma Continente Health Division Rebranding (Well’s).
• Arena Media Portugal won Gold in the Corporate Communication & B2B category at the VII Premios a Eficacia for Sonae MC Marca Unica (Continente).
• Arena Media Portugal won Gold in the Social Responsibility category at the VII Premios a Eficacia for Worten Sonae SR “Arredonda/Ajuda de Berço”.
• Arena Media and HS&E Portugal won Silver in the Finance & Insurance category at the VII Premios a Eficacia for Santander Totta “Reforma Triunfo e Poupança Idolos”.
• Arena Media Portugal won Silver in the Activation & Sponsorship category at the VII Premios a Eficacia for Sonae MC “Mega Pic Nic Continente 2011″.
• Arena Media Portugal won Silver in the Social Responsibility category at the VII Premios a Eficacia for Sonae MC “Missao Sorriso”.
• Arena Media and HS&E Portugal won Bronze in the Activation & Sponsorship category at the VII Premios a Eficacia for Santander Totta “Reforma Triunfo e Poupança Idolos”.
• Arena Media Spain was named Media Agency of the Yearat the Premios a la Eficacia.
• Arena Media Spain won the Grand Prix Eficacia 2011 at the Premios a la Eficacia for Movistar Internet Móvil.
• Arena Media Spain won Gold in the Marketing Communications category at the Premios a la Eficacia for Movistar Internet Móvil.
• Arena Media Spain won Silver in the Interactive category at the Ojo de Iberoamerica for FNAC’s ‘Yovivoenfnac’.
• Arena Media Spain won Bronze in the interactive category at the Ojo de Iberoamerica for FNAC’s ‘Yovivoenfnac’
• Arena Media Spain won Bronze in the promo category at the Ojo de Iberoamerica for FNAC’s ‘Yovivoenfnac’.
• Cake UK won the Technology award at the PRCA Awards for Confused.com’s Accident Avenue.
• Cake, MPG & Media Contacts US won Silver at the Awards for Innovative Digital Marketing Solutions for Volvo’s Biggest Fan of the Big East campaign.
• Havas Digital Argentina won Bronze in the Mobile category at the AMDIA Awards for Coca-Cola ‘Fanta Dancing Party’.
• Havas Digital and MPG Middle East won Bronze in the Retail, Cosmetics & Fragrances category at the Gemas Effie MENA Awards for Faces Beauty Store ‘What Kind of Beauty Are You?
• Havas Digital and Media Contacts US won Best Creative Use of Paid Social Media at the MITX Awards for Amtrak’s Riding with the Roaming Gnome.
• Havas Digital and Mobext US won Best Integration of Mobile at the MITX Awards for Volvo’s Integration of Mobile.
• Havas Digital and Media Contacts US won the Online Media Branding category at the Creative Media Awards for Volvo’s 360 Augmented Reality campaign.
• Havas Digital and Mobext US won the Mobile Media category at the Creative Media Awards for Volvo’s S60 Takes over MLB App.
• Havas Sports & Entertainment Mexico won Silver in the Media Cases category at the Eagle Awards 2011 for Carolina Herrera’s Are you on the list?
• Havas Sports & Entertainment Argentina, Chile & Colombia won Best Use of Content at the Festival of Media Latam for 181:0 Bicentennial.
• Havas Sports & Entertainment Francewas awarded Best Internal Communications Program for its “EDF Energy Games” project at the Grand Prix Stratégies Sport.
• Havas Sports & Entertainment France won Sponsor of the Year at the Sporsora Sports Marketing Awards for Europcar.
• Havas Sports & Entertainment France won Rights Holder of the Year at the Sporsora Sports Marketing Awards for Ryder Cup 2018.
• Media Contacts Philippines was named Media Agency of the Year at the Araw Awards.
• Media Contacts Philippines won Gold in the Media – Best Use of Online Platforms – Excellence (Idea) category at the Araw Awards for Unilever’s Vaseline Road Trip of a Lifetime.
• Media Contacts Philippines won Gold in the Media – Best Use of Online Platforms – Excellence (Strategy) category at the Araw Awards for Unilever’s Vaseline Road Trip of a Lifetime.
• Media Contacts Philippines won Silver in the Media – Best Use of Outdoor Ambient – Excellence (Performance) category at the Araw Awards for Unilever’s Sunsilk Hair Experts.
• Media Contacts Philippines won Bronze in the Media – Best Use of Integrated category at the Araw Awards for Unilever’s Vaseline Road Trip of a Lifetime.
• Media Contacts Philippines won Bronze in the Digital – Excellence (Idea) category at the Araw Awards for Unilever’s Dove Shower Remixer.
• Media Contacts Philippines won Bronze in the Digital – Excellence (Performance) category at the Araw Awards for Unilever’s Sunsilk Hair Experts.
• Media Contacts Philippines won Bronze in the Outdoor – Excellence (Strategy) category at the Araw Awards for Unilever’s Sunsilk Hair Experts.
• MPG Argentina won Gold in the Best Outdoor Campaign category at the Lapiz de Oro awards for Coca-Cola ‘We need less rules & more imagination’.
• MPG Media Contacts Canada won Gold in the Best in Research category at the Media Innovation Awards for Fidelity’s B2B Financial Advisor Study.
• MPG Media Contacts Canada won Silver in the Best in Television category at the Media Innovation Awards for Danone’s Splatalot.
• MPG Media Contacts Canada won Silver in the Best Use of Content category at the Media Innovation Awards for Danone’s Splatalot.
• MPG Media Contacts Canada won Silver in the Best in Automotive category at the Media Innovation Awards for Volvo’s Naughty Volvo S60.
• MPG Media Contacts Canada won Silver in the Brand Integration category at the Atomic Awards for Danone’s Splatalot.
• MPG and HS&E Germany won Gold at Eurobest in the Financial Services, Commercial Public Services, Business Products & Services category for Sparkasse – Giro sucht Hero.
• MPG and HS&E Germany won Bronze at Eurobest in the Use of Integrated Media category for Sparkasse – Giro sucht Hero.
• MPG Mexico was named Media Agency of the Year at the Eagle Awards 2011.
• MPG Mexico won Bronze in the Others category at the EFFIE Awards Mexico for Cemex’s ‘Dura y perdura’ campaign.
• MPG and Havas Sports & Entertainment Mexico won a Golden Eagle award in the Media Cases category at the Eagle Awards 2011 for Mars’ Snickers Urbania.
• MPG and Media Contacts Portugal won Bronze in the Retail & Catering category at the VII Premios Eficacia for their Cheques Mágicos campaign for El Corte Ingles.
• MPG Media Contacts UK won Gold in the Media Idea Relaunch category at the Media Week Awards for East Coast Trains – Trains vs Planes.
• MPG Media Contacts UK won Gold in the Econometrics category at the Media Week Awards for Camelot.
• MPG Media Contacts UK won Bronze in the Media Creativity category at the Media Week Awards for Clarks Back to School.
• MPG and Media Contacts US was named Media Agency of the Year by MediaPost’s MEDIA magazine.
• Z+ Brazil won Silver in the Food & Beverages category at the EFFIE Awards Brazil for its Portuguese Joke campaign for Habib’s.
• Z+ Brazil won Silver in the Durable Goods category at the EFFIE Awards Brazil for Hyundai’s ‘building a brand from below zero’ campaign.

• Havas Media presenta el primer índice que conecta más de 300 marcas a nivel internacional con el bienestar de las personas y de la sociedad
• El estudio desafía el significado tradicional de “valor de marca”.
• También revela que la mayoría de consumidores se muestran indiferentes ante el supuesto de que el 70 % de las marcas desaparecieran.

Madrid, 1 de diciembre de 2011. Havas Media ha presentado hoy en sus oficinas de Madrid su estudio “Meaningful Brands for a Sustainable Future”, como la gran evolución del anterior estudio Brand Sustainable Future que el grupo venia realizando y que, hasta ahora, se centraba en la variable de Sostenibilidad.

La introducción de dicho estudio ha sido realizada por José María Frigola, CEO Havas Media Iberia. A continuación Sara de Dios; Global Director of Business Innovation Havas Media y Susana Martínez; Directora de Servicios Estratégicos Havas Media han dado a conocer los aspectos básicos y las conclusiones de dicho estudio.

Su enfoque innovador, permite, por primera vez, conectar las marcas con la calidad de vida y bienestar de las personas. Para ello, mide la percepción del impacto que tienen las marcas sobre nuestro bienestar – su influencia sobre factores como nuestra salud, estado físico, felicidad, valores, relaciones sociales, seguridad financiera, estilos de vida y hábitos de consumo, así como el rol de las marcas como agentes transformadores de nuestro bienestar colectivo, y como éstas benefician a la comunidad, la sociedad y al medio ambiente.

Respecto a su alcance, los resultados están basados en el análisis de 300 marcas entre más de 50.000 personas en 14 países.

Meaningful Brands for a Sustainable Future ofrece un nuevo índice, y un conjunto de servicios y herramientas para medir y construir valor de marca en el contexto actual, cambiante y exigente.

Meaningful Brand Index (MBi)

Meaningful Brand Index (MBi) el primer índice a nivel internacional que conecta a las marcas con el bienestar de las personas y de la sociedad. Los resultados muestran una relación directa entre el MBi y el nivel de conexión del consumidor con la marca. Es decir, a mayor contribución de la marca a nuestro bienestar – basado en el valor que ésta aporta a los individuos, comunidades y medio ambiente- más relevante es para los consumidores y mayor es el rol que desempeña en sus vidas.

Ikea, Google, Nestlé, Danone, Leroy Merlin, Samsung, Microsoft, Sony, Unilever y Bimbo se encuentran en el top 10 de este ranking global.

La mayoría de los consumidores considera a estas marcas relevantes por contribuir de forma notable a mejorar su calidad de vida y hacerlo de forma sostenible, contribuyendo al mismo tiempo a mejorar la sociedad y el entorno en el que conviven.

Havas Media argumenta que estas marcas consideradas “relevantes” por los consumidores están creando un nuevo estilo de vida más acorde con los retos y expectativas del consumidor.

Las Top 20 marcas según Meaningful Brand Index de Havas Media en España son las siguientes:

1. Mercadona
2. Ikea
3. Danone
4. Google
5. Coca-Cola
6. Nestlé
7. Leroy Merlin
8. Renfe
9. Nivea
10. Eucerin
11. Carbonell
12. Alcampo
13. Carrefour
14. El Corte Inglés
15. Gallina Blanca
16. Dove
17. L’Oreal
18. Henkel
19. Zara
20. P&G

Meaningful Brands también permite descubrir cuáles son los factores que hacen a una marca relevante para el consumidor. Por ejemplo el 65 % de los encuestados mostraron un importante vínculo con Coca-Cola, sin embargo sólo el 35 % opina que la marca mejora su calidad de vida. De hecho, algunos consumidores creen que la marca influye negativamente en sus vidas, debido principalmente a razones de salud. No obstante, Coca–Cola, como muchas otras marcas del sector de los refrescos, ha sido pionera en conectar su marca con las personas a través de otros valores tales como la felicidad y la positividad. Este hecho, ayuda a construir un vínculo emocional con el consumidor

Tendencias sectoriales

Respecto al impacto de las marcas en el bienestar de la sociedad (comunidades/sociedades/medio ambiente) se aprecia una mejoría general en los resultados a nivel global. Este es el caso del sector automovilístico gracias a una mayor preocupación medioambiental e innovación sobre el producto (ej. coches eléctricos e híbridos). En comparación con los resultados del estudio del pasado año, marcas como Volkswagen, BMW, Toyota y Peugeot han sido las marcas que han mejorado notablemente.

En España, sin embargo, los ciudadanos consideran que la salud “sostenible” de las marcas ha empeorado ligeramente respecto al año pasado, especialmente para las marcas del sector financiero y muy en especial las del sector energético, que acusan las convulsiones de los últimos eventos acaecidos en el sector (i.e. BP; tsunami y crisis nuclear en Japón, etc)

En cuanto a la habilidad de las marcas de contribuir de forma significativa a mejorar nuestra calidad de vida y bienestar personal, las expectativas de las personas son elevadas aunque son aún pocas las marcas que consiguen estar a la altura de estas expectativas. A nivel global. un 20% de las marcas analizadas tienen un impacto significativo en nuestra calidad de vida, lo que revela la gran oportunidad que se abre a las marcas para reconectar y redefinir su relación con los consumidores

En España no se refleja la mejoría a nivel general en los resultados de las marcas aunque sí en ciertos sectores como en el automovilístico, en gran consumo y la distribución La mayoría de las marcas en los sectores de gran consumo y retail se sitúan con un índice MBi elevado y han mejorado su contribución al bienestar de las personas y de la sociedad con respecto al año pasado.

Los sectores financiero, energía y petróleo y telecomunicaciones tiene en general índices MBi bajos y además han sido más castigados por la opinión pública. El actual contexto ha influido negativamente en las marcas de estos sectores.

A pesar de estas tendencias, algunas marcas han sido capaces de romper con los límites del sector demostrando que no hay sectores buenos o malos sino un mundo de oportunidades para marcar la diferencia. Este es el caso de marcas como La Caixa en España o la petrolera Petrobras en Brasil

Comparaciones a nivel global y regional

El análisis sugiere que es probable que la próxima generación de marcas se desarrollen con fuerza en las economías emergentes.

Las personas en los mercados asiático y latinoamericano muestran tener una relación más fuerte y positiva con las marcas. La proporción de marcas consideradas relevantes para los consumidores se incrementa hasta un 30% en Latinoamérica comparado con un 8% en los mercados europeos donde los consumidores tienden a ser más escépticos y muestran un vínculo menor con las marcas.

Sara de Dios, Directora Global de Business Innovation afirma: “Creemos que la próxima generación de marcas nacerá en las economías emergentes. En ellas se está desarrollando el contexto idóneo que promueve el crecimiento de marcas relevantes. Las empresas y marcas en estos mercados se muestran en general más activas, con un rol más importante como agentes transformadores de la sociedad en la que operan y de la que se nutren; están creando un nuevo estilo de vida para millones de personas al tiempo que contribuyen al progreso de la sociedad. Pensamos que esta tendencia continuará en el futuro, alimentada por la creciente clase media que está emergiendo en estos mercados.

Por el contrario, la situación en los países desarrollados es exactamente la opuesta, aquí la mayoría de las personas consideran que las marcas no están contribuyendo a mejorar sustancialmente su calidad de vida y bienestar. La población en estos países “desarrollados”, cada vez más envejecida y con una clase media más empobrecida, pide a las marcas que les ayuden a crear un nuevo estilo de vida que responda mejor a sus nuevas expectativas, valores y necesidades. Las marcas deben replantearse su definición de “valor de marca” y redefinir su rol en la vida de las personas y de la sociedad”.

Jose María Frigola, CEO Havas Media Iberia comenta:

“Nuestro análisis evidencia que debemos plantear una nueva visión sobre la relación entre las personas y las marcas. Esperamos mucho más de las marcas que promesas e historias. Las marcas que logran crear mejores relaciones dominan el mercado.

Meaningful Brands nos permite entender las expectativas y percepciones de las personas hacia las marcas. Nos ayuda a determinar qué marcas están teniendo éxito en responder a estas necesidades, como están contribuyendo a nuestro bienestar como ciudadanos y como personas y cómo nos comunican estos valores. También refleja que hay una gran oportunidad para las marcas que sean capaces de satisfacer a las personas creando bienestar en este nuevo contexto”.

Opinión de consumidores

• Por tercer año consecutivo aumentan las expectativas de los consumidores en lo referente a que las empresas tengan un comportamiento responsable de cara a la sociedad.
• Un 88% de los consumidores consideran que las compañías deberían tener una implicación activa en solventar problemas sociales y medioambientales.
• Pero sólo un 21% creen que las marcas están teniendo un rol activo en estas cuestiones.
• El 41% de los consumidores están dispuestos a premiar marcas que actúan de forma responsable, incrementando con respecto al año pasado
• La principal barrera para consumir marcas responsables es la falta de información clara, el 65% de las personas sienten esta confusión, un 6% más que el año pasado.
• Las barreras de falta de disponibilidad de marcas responsables y de ser productos más caros, aunque siguen siendo importantes, decrecen con respecto al año pasado.

Sobre el estudio….

Havas Media realizó este estudio entre Marzo de 2011 y Junio 2011 en 14 países (Francia, España, Reino Unido, Alemania, Italia, Estados Unidos, Méjico, Brasil, Colombia, Chile, Argentina, China, Japón e India, analizando 300 marcas entre más de 50.000 personas a través de on line panels.

En España se han analizado 63 marcas y entrevistado a más de 8.000 personas.

Sobre HAVAS MEDIA

Havas Media es la red global de medios líder absoluto en los mercados de Europa y América Latina, y perteneciente a uno de los mayores grupos de publicidad y comunicación del mundo: el Grupo Havas.
Havas Media, es una compañía global, con presencia en más de 100 mercados, con más de 1.000 clientes en el mundo y 5.000 empleados expertos en el mercado y orientados al servicio al cliente.
En España, Havas Media emplea a 950 personas para dar una oferta integrada en los medios offline y online, mass y social media, convencional y no convencional, con un objetivo muy claro: “Establecer puntos de contacto relevantes entre las marcas y sus consumidores para obtener mejores resultados de negocio”.

Para más información: www.havasmedia.com o síguenos en Twitter @HavasMedia

Furthermore, Havas Media also found that most people in the UK would not care if 91% of brands ceased to exist. Further evidence, it argues, that the existing approaches to building and measuring brand value are out of date.

As a direct response, Havas Media has launched “Meaningful Brands,” a global index and analysis that offers a new framework to measure and build brand value in the context of today’s demanding environment.

This innovative global undertaking enables us, for the first time, to connect brands with our quality of life and wellbeing. It does this by measuring the perceived impact of brands on our personal wellbeing – their influence on factors such as our health, fitness, happiness, values, social relationships, financial security, lifestyles and habits – and our collective wellbeing, that is, how brands help to improve communities, societies and the environment.

The analysis includes a measurement called The Meaningful Brand Index (MBi) that uses consumer perception to compare and track the impact brands have on our lives. Based on the views of 50,000 people in 14 countries (in the UK we sampled 20 brands and 2,700 consumers), the results show a direct relationship between a brand’s MBi score and the level of consumer attachment. That is, the greater the contribution the brand has to our wellbeing – measured by the value it creates for individuals, communities and the environment – the larger role it will have in people’s lives and the more meaningful it becomes.

Meaningful Brand Index results for the UK
Retail brands top the bill with M&S and Sainsbury’s occupying top slots. Unilever, Tesco, Asda, Mars, Danone, O2, Starbucks and Wrigley make up the remaining top 10 global brands performing well for UK citizens. These brands systematically improve our personal and collective wellbeing and are rewarded by stronger brand equity and attachment. Furthermore, the results show that we really care that these brands exist as we see that they are making a significant contribution to our lives and communities. Havas Media argues that many of these top 10 brands are helping us create a new lifestyle that’s more consistent with today’s challenges and consumer trends.

Top 10 UK brands according to Havas Media’s Meaningful Brand Index:

1. Marks & Spencer
2. Sainsbury’s
3. Unilever
4. Tesco
5. Asda (Walmart)
6. Mars
7. Danone
8. O2
9. Starbucks
10. Wrigley

Detailed analysis reveals the true picture
Meaningful Brands also explains what makes things meaningful to us as consumers when it comes to specific brands and sectors. For instance, on a global level 65% registered a very strong attachment to Coca-Cola worldwide. However, only 35% think the brand improves our quality of life. In fact, some consumers worldwide think it is contributing negatively to our lives, mostly due to health concerns. However, Coca-Cola has, as with many other brands in the beverage sector, been a pioneer in connecting its brand to other personal issues such as happiness and positivity, which has enabled it to successfully build a positive link to our emotional wellbeing.

Personal wellbeing is now a key driver in the UK
When it comes to our expectations of improving our personal wellbeing and quality of life, the results in the UK show a staggering 95% of brands in the UK are underperforming. Alongside the US, this is the highest global figure. This reveals a huge opportunity for brands. To some extent this is being realised by brands in sectors such as food and drink and retail which are both high performers at delivering emotional wellbeing; food and drink brands also perform well on an individual’s physical wellbeing (make me healthier), with retailers over performing on environmental issues. According to UK consumers, most brands in the financial and utilities sector underperform in helping us improve our daily lives and individual wellbeing.

Sector trends
When looking into brands’ impact on our sense of collective wellbeing (communities/ societies/environment), there is a general decline across the board in terms of our perception of brand initiatives in this area. This is perhaps understandable with many brands retreating from specific communication of their environmental credentials in the face of increased economic pressures. This represents an opportunity for brands to stand out in this area especially in those sectors where this would represent ‘new news’, such as for the drinks sector or for telecoms companies. Our results show that O2 has made some gains in this area over the last year.

Despite these trends, the analysis demonstrates how some brands have been able to break free from these industry limitations. There are brands with exceptionally high MBi scores in low scoring sectors. Again, O2 scores well in this area registering significantly higher than average MBi scores in the UK. Auto brands in the UK also do well in terms of their contribution to our individual and collective wellbeing – despite the auto sector’s general trend. This is mainly down to auto brands’ efforts to help British consumers with their fuel efficiency.

Global and regional comparisons
Whilst the UK (and the US) currently record the lowest levels of brand attachment and contribution to our quality of life, it does represent a huge opportunity for brands wanting to increase the impact of their brands on our wellbeing.

When looking at the general trends in the UK market, we see that many brands would benefit by addressing the shortfalls in the British public’s expectations of brands’ impact on individual/ emotional drivers such as happiness and respect. This compares with consumers in faster growing regions such as LATAM and APAC who register a greater demand for brands to help boost collective wellbeing through issues that affect their societies, communities and environments.

The analysis suggests that the next generation of brands could come from emerging economies. People in fast growing economies, such as Asian and Latin American markets, record a stronger and healthier relationship with brands. The proportion of brands making a notable positive contribution to our lives increases to around 30% in Latin America.

The two companies from Havas Media UK who will lead this add their views:

Kate Cox, Head of Strategy MPG Media Contacts UK;

“Despite the overall results for our country, it is highly encouraging to see that some UK companies are pursuing a long-term meaningful agenda. As a consequence, even in our current economic climate, top scorers such as M&S and Sainsbury’s are being rewarded by higher levels of brand equity and attachment. These companies have embraced programmes of Corporate Social Responsibility that run right through their business. They have also found ways of communicating these changes to the British public that make positive connections to us on a human level. They have helped our communities and perhaps more importantly, they are also helping to boost our personal wellbeing.

Whilst global comparisons with the UK about the role of brands and businesses to positively impact individuals, communities and the environment look disappointing, it’s perhaps more a reflection of the current economic outlook in developed economies versus emerging markets than representative of systematic cynicism of the British population. M&S and Sainsbury’s are great showcases for businesses that are actively trying to redefine the relationship between short-term profit and long-term brand equity, both in their business practices and the way they communicate these to British citizens”.

Dan Clays, Chief Strategic Development Officer for Arena, adds;

“The big challenge for many brand owners is to find new ways to build long-lasting relationships with their most influential and valuable consumers. This index and analysis shows that for many of the biggest brands, the connection between them and their consumers is not what it should be. With Meaningful Brands, we can now fully understand consumers’ perceptions of brands and how they contribute to improving their wellbeing. It’s an exciting opportunity to help brands better connect with consumers by understanding exactly how they relate to our quality of life.”

About the research:
The research was carried out from March to June 2011 across 14 markets – France, Spain, UK, Germany, Italy, USA, Mexico, Brazil, Colombia, Chile, Argentina, China, Japan and India. The research took into account the views of 50,000 consumers via online panels.

Further information can be found at www.havasmedia.com or follow us on Twitter @HavasMedia

About Havas Media UK

Havas Media UK are the UK’s first full service media network.

Our companies provide market-leading media planning and buying and creative services across all media channels, with particular expertise in emerging media: digital, sports, entertainment, experiential, branded content and PR.

Our brands are MPG Media Contacts, Havas Sports and Entertainment, Arena Media, Arena Quantum, Cake and archibald ingall stretton (ais).

The six businesses in the Havas Media UK group account for £650 million in actual media billings or in fees expressed as billings.

For further information please contact:

Suzie Warner
07968 450 185
suzie.warner@havasmedia.com

Sushil Mitchell
0207 393 2478
sushil.mitchell@uk.mpg.com