Havas APAC Year in Review

HAVAS APAC
2019 – A YEAR IN REVIEW

HELLO FROM HAVAS

Welcome to the Havas APAC 2019 Year in Review. We’re proud to be involved in such a diverse and exciting
area. And we’re proud of the work we do with our valued
What a year! The pace of change in our industry in this region client partners, helping to make a Meaningful Difference to
never slows, and 2019 has been no exception. Brands, Businesses and People.

Internet accessibility and mobile connectivity continues to Here you’ll find just some of our 2019 highlights,
grow exponentially in developing markets, allowing us to developments and work across APAC.
communicate in new or different ways with millions of people.
We hope you find this book informative and inspiring. We’ve
The rise of the affluent middle class, led by China but produced it for you. It provides an easy-to-navigate guide to
extending across Asia, is effecting fundamental changes who we are, what we stand for and why we’re different.
in consumer demand for products.
If you’d like to talk to us about working with you, please
The ascendancy of e-commerce drives consumer choice get in contact. Our details are at the back and we’d love to
and influence. hear from you.

Purchasing power, and expectation of higher quality
of life, has never been greater.

These developments yield enormous marketing opportunities
for all our clients. It’s why APAC is a critically important region
for Havas.

MAKING A
MEANINGFUL DIFFERENCE

In 2019, the Havas Group aligned around a single-minded vision. To We work quickly and efficiently in small, agile teams, with little-
make a meaningful difference to the brands, the businesses and the to-no separation between agency personnel and our clients.
lives of the people we work with.
Our entire approach is designed for constant collaboration, and
We have a shared planning methodology across our creative and media we continuously reconfigure our teams on the fly as our clients'
agencies: Our Meaningful Brands Idea and Meaningful Experiences. needs change, bringing in new talent and capabilities across
disciplines as the work evolves.
Our bespoke research study Meaningful Brands (spanning 350,000
people worldwide, 31 markets, 22 industries and 1,500 brands each A multi-disciplinary offering, all united under one leadership
year) combines with a methodology used across all our agencies. It acts and under one roof; replicated in 62 countries globally, and 20
as the “glue” in our integrated process. This approach allows us to across APAC.
create a common way of strategic thinking to ensure we deliver business
growth for our clients. Our approach is reflected in the strength of our relationships,
and most importantly, in our work.
We continue to expand our Village model. The Havas Village is a truly
integrated proposition – creative, media and health. Our philosophy is to
work together seamlessly, building teams around our clients’ needs, not
our own.

OUR WORK IN 2019 IT’S ALL ABOUT
WHAT WE DELIVER

2019 has been a year of great work in APAC.
Innovative work, work that broke new ground.
Work that took on everything from important societal problems
to the need for a cold beer.
Award winning work. Media work, Creative work.
Work that was meaningful, and which delivered results.
Work we loved conceptualising, building and executing
in collaboration with our partners.
To learn more, take a look at this selection of highlights from our year.

PROJECT S.A.V.E Philippines is currently ranked as the third most disaster-prone country in the world. BRING ON THE WINTER Noted novelist George RR Martin was suffering from a famous case of writer’s
block. After the conclusion of the TV show, fans were frantic to read his next Game
VALENZUELA CITY Project S.A.V.E, (Signage & Adspace Versatile) aims to equip cities with equipment AIR NEW ZEALAND of Thrones book.
HAVAS ORTEGA PHILIPPINES to deal with natural emergencies by turning outdoor signage into visible and HOST/HAVAS AUSTRALIA
accessible repositories for vital equipment and supplies. Air New Zealand partnering with Host/Havas created a campaign offering George
a free work-cation to New Zealand – a chance to experience the country while he
The Valenzuela City pilot is a partnership between the local city government and finished writing the book. George not only shared the campaign with his fans but
Havas Ortega, which developed and designed the materials with advice from even gave Air New Zealand permission to imprison him in their beautiful homeland
disaster experts. if he didn’t have the next book finished by July 2020.

The campaign has been nominated for the D&AD and was awarded a Silver at the The world finally got its release date, Air New Zealand got the world’s attention and
Epica awards in addition to winning at other awards locally and regionally we picked up 7 metals at Spikes among others for the campaign.

ECOCART Haze hits Singapore hard every year – a result of illegal agricultural fires. SUMMER DAYS

PMHAZE Consumers are often unaware of the industrial-scale, slash-and-burn TSING TAO BEER
HAVAS GROUP SINGAPORE practices to produce palm oil – a common ingredient of everyday products. HOST CREATIVE CHINA

PMHaze - a Singaporean NGO to fight haze – collaborated with Havas Tsing Tao needed a brand uplift to appeal to a younger,
Group Singapore to create an innovative Google Chrome plugin designed international and trendy audience. Connecting the world
to help consumers shop more sustainably on major e-commerce websites. with joy – became the central creative idea that was illustrated
through an effervescent TVC – Foam.
The EcoCart plugin works by alerting online shoppers when they view
products made with unsustainable palm oil. It recommends more sustainable The campaign connected the Chinese beer brand to beer
alternatives that are made with ‘haze-free’ palm oil. drinkers the world over using the imagery of beer foam –
a universal language that appealed to consumers anywhere.

Strikingly visual and emotive, the campaign helped Tsing Tao
to increase its international brand appeal, register a spike of
6% in year-on-year sales and capture the hearts of thirsty
beer drinkers.

The work won the 2019 LIA Chinese Creativity Golden Award
and a Bronze at the Effie Greater China Awards.

FIND YOUR TRUE NORTH Emirates had hit some turbulence. Research showed that Australian travellers COME TOGETHER 70% of women in India don’t orgasm every time they have sex. To help change things,
perceived Emirates as a premium, impersonal airline with limited destinations. Durex launched the ‘Durex Mutual Climax’ condom.
EMIRATES DUREX
HAVAS MEDIA AUSTRALIA Havas Media Australia sought to address the problem by building brand HAVAS CREATIVE INDIA For decades, India has actively steered clear of open discussions about sex. The launch
equity through a campaign that broke norms. of Durex Mutual Climax was an opportunity to ease the stigma around female sexuality

In collaboration with Spotify, we created the world’s first musical algorithm Havas Creative India launched a bold campaign #ComeTogether across video and
that analysed an individual’s musical passion and matched that passion with social channels. The campaign film raised the issue of orgasm inequality and promoted
personalised destination experiences. the importance of healthy, positive communication, as well as educating culturally
and scientifically.
This became the most successful Spotify campaign
to date in Australia, helped over 13,000 Australians to discover their True The campaign reached over 40 Mn people and stimulated tens of thousands of
North and impacted sales with a jump in organic searches. online conversations.

A DOSE OF CATH Valentine’s day in Cambodia is a peak time for unwanted pregnancies and spread THE MOST PRECIOUS STONE Danielle Callaghan is a young breast cancer patient diagnosed with Stage IV cancer,
of sexually transmitted diseases. Havas Champagne worked with The United two months after giving birth to her first child.
UNITED NATIONS (UNAIDS, UNFPA) Nations to address this problem. HAVAS & BETC
HAVAS CHAMPAGNE CAMBODIA Havas Group came together across the globe came together in support of Danielle,
We partnered with influential Cambodian KOL vlogger Cath to spearhead the through a BETC designed campaign – The World’s Most Precious Stone.
campaign and launched A Dose of Cath.
A lock of Danielle’s hair was used to create a beautiful, unique diamond that
Radio, the least controlled and most open medium in the country was chosen to symbolized her fight against Breast Cancer.
spread the message. Unbranded content – using little copy and mostly noises –
was played across networks. Cath both revealed and amplified the message by Throughout Breast Cancer Awareness Month, her story was shared and people were
playing the content and discussing the topic across all her social channels. invited to donate on mostpreciousstone.com to raise the diamond’s value.

71% of respondents exposed to the campaign said they had discussed safe - A total of 30,000 USD was raised and used to fund lifesaving research.
more than double the level of such discussions amongst non-exposed individuals.

The campaign become the most talked about and shared in the country.
Our accolades included a special letter of recognition from the United Nations.

WINNING TOGETHER A NETWORK WITH
MOMENTUM

At Havas, we’re always excited to work with our valued partners across the region.
In 2019, a compelling proposition, driven by great talent, tools and work, resulted in
a raft of new additions to our family of clients, just some of which are highlighted here.
We welcome all of our new partners, and we’re looking forward to achieving more
success with all our clients in 2020.

UnionPay International - China’s largest and the world’s second largest payment MG XPower, a British automotive brand created by MG Rover Group appointed
system after Visa - appointed Havas Media Group China as its agency of record Havas Creative Group China as its strategy and content partner. This was won in
for its media business following a competitive three-way pitch. This was followed collaboration with Vivendi – a great example of our integrated approach.
by a win of the creative business.
INTEGRATED INTEGRATED
CHINA CHINA

CREATIVE European auto major Groupe PSA made a grand entry into the Indian market MEDIA Piramal Enterprises Limited, India’s largest diversified companies with presence in
INDIA in April 2019, with the launch of its iconic brand Citroën. INDIA Pharma, Financial Services and Healthcare Information Management appointed Havas
Media to handle the digital duties for their Consumer Products Division. The pitch was
Citroën aims to launch its first car in Indian market before the end of 2020, jointly won along with Havas Group’s healthcare specialists, Havas Life Sorento.
in line with its core proposition ' Inspired By You'.

FrieslandCampina Singapore, one of the world’s largest dairy companies American restaurant chain, Pizza Hut, appointed Havas Group Indonesia to handle
appointed Havas Media Singapore as its media agency-of-record. The win is a its media duties after a pitch process that included incumbent Wavemaker and IPG.
testament to Havas Media’s ability to deliver not only against a digital-first strategy
MEDIA but to create more meaningful connections with mums and mums-to-be. MEDIA
SINGAPORE INDONESIA

MEDIA Changi Airport Group (CAG) re-appointed Havas Media Singapore as its media MEDIA Sports brand PUMA announced the appointment of Havas Media as the global
SINGAPORE agency of record following a pitch, for a two-year period. With this reappointment, GLOBAL
Havas Singapore will continue to handle CAG’s traditional media planning and agency partner for media buying and planning. The decision was made after
buying, as well as support the brand’s digital media strategy. a conclusion of an extensive global media review that was part of the company’s

overarching strategy to transform its consumer marketing approach and deepen
its legacy as one of the world’s leading sportswear brands.

CREATIVE + MEDIA Korea’s largest e-Commerce platform (akin to Amazon) Yes24.com MEDIA TripAdvisor, the world’s largest travel platform, appointed Havas Media as its
KOREA appointed Havas Korea as their agency of record after a long 5 way pitch GLOBAL global media buying agency of record. The new integrated marketing partnership
(incumbent BBDO Korea). capitalizes on Havas’ position within Vivendi, the parent company of Universal
Music Group, among others.
Yes24 BookClub allows consumers to conveniently read via PC, Mobile App,
or through a tablet (to be purchased separately). With different pricing
models, users can choose the service most apt for their lifestyle.

MEDIA Japanese clothing apparel brand UNIQLO, appointed Havas Media INTEGRATED Sydney Water supplies water, wastewater, recycled water and some storm water
SINGAPORE AUSTRALIA services to more than five million people in Sydney, the Illawarra and the Blue
Singapore to handle the planning and buying for its product campaigns, Mountains. Creative agency Host/Havas has been working with Sydney Water since
as well as support the brand’s digital performance strategy and creative 2012. In 2019, Sydney was facing its worst drought on record, so Havas Media, One
Green Bean and Havas Co-maker were also awarded the account in a Village led model
adaptation. The account was won following a competitive pitch involving to provide a complete end-to-end creative, PR, social, influencer and media solution.
incumbents Carat and Columbus.

BROADENING
OUR HORIZONS

We are part of an entertainment company, not a purely marketing organization.

Drawing on the creative ideation and capabilities of our Vivendi partnership, we’re able to
make better, more innovative marketing solutions for our clients and deliver an unparalleled
entertainment offering.
Unlike any other global agency, our partners are no longer exclusively advertising companies
but music labels, gaming companies, live event organisers, TV networks, film studios and
video distribution platforms.
To quote Sir Martin Sorrell; ‘You could now argue that Havas is the biggest holding company’.

In 2019, we continued to explore and implement the power of the Vivendi
group in APAC.

VIVENDI CRXSSING 2019
SHANGHAI

Le Crxssing, an avant-garde celebration of creativity and entertainment, designed by
Vivendi, debuted in China (Shanghai) in September 2019. The one-day, cross-channel,
cultural festival covered Chinese and French music, entertainment, art & fashion.

Le Crxssing took inspiration from China and France’s rich cultural heritage and
celebrated the bond between both the countries forged by collaboration and creativity.

The performers for the event included Mr. Luo Ning, an award-winning jazz pianist,
winner of “Best Jazz Album” from CMA Music Awards in 2019 (China’s Grammy),
composer and musician, and Ms. Claire Laffut, a model, painter, singer as well as the
new face of Chanel’s Gabrielle campaign.

A number of Havas clients took the opportunity to get involved with this unique event.
The event will move to Tokyo in 2020.

FUTURE PROOFING BETTER, TOGETHER
OUR CAPABILITIES
The APAC region is critically important to Havas.
In 2019, we ramped up our presence in key markets with a series of acquisitions in India.
The technology, talent and skillsets that these acquisitions bring to our network are
invaluable to both India and the region as a whole, as we continue to shape our business
both now and into the future.
We continued to invest in our people – their talents, their development and in the culture
we all help to build and grow.
And we welcomed a range of new people to the business.
Bring on 2020!

FEMMES FORWARD We are proud that 60% of our workforce, and an increasing proportion of our
leadership in APAC, are female.
PEOPLE
To ensure that our high potential female employees at Havas advance their
Nothing is more important to a creative business careers at a faster pace, we launched a global accelerator program – Femmes
than people. Forward, that rolled out in APAC (Singapore) in March 2019.

In 2019, we introduced new initiatives globally
and in the APAC region, as well as building on
current strategies to ensure that our people
remain happy, healthy and able to develop in
their professional lives.

TRAINING AND In our industry, change is a constant. Learning and development SHANGHAI UNIVERSITY Mentoring our next generation helps to future-proof our industry.
EMPLOYEE DEVELOPMENT programs are important for our people, and they help ensure that we OVERSEAS
maintain the highest possible standards of work for our clients. INTERNSHIP PROGRAM Havas Group Greater China and the University of Shanghai collaborated on an
Overseas Internship program.
As an organization, 3% of our revenue annually is dedicated to training &
development programs. In APAC, we rolled out over 10 local and regional Post selection, four students interned at Havas Shanghai out of which Havas Group
training programs during 2019, with more to come. China selected two students to intern at Havas Group Singapore for a week.

Following this successful pilot, we plan to expand the program in 2020.

NEW FACES In 2019 we welcomed a number of new faces across all levels and disciplines, TALENT UNDER
all of whom are helping Havas to be at the forefront of the industry. THE SPOTLIGHT

DAVID ANGELL MALLIKA SHANKARNARAYAN RANA BARUA ANITA NAYYAR

Chief Commercial Officer, Chief Strategy Officer, Chief Executive Officer, CEO, Havas Media Group,
Havas Group APAC Havas Village Singapore Havas Group India India & South East Asia
Honoured as the Vision Leader of the
Year at Campaign Asia’s Women leading
Change Awards

TO QUY LOC

Head of Operation & Senior PR Director,
Red Havas Vietnam
Named in Campaign Asia’s Women to
Watch 2019

BOBBY PAWAR SHIVAJI DASGUPTA NIAMH CONROY

Chairman & CCO, Chief Strategy Officer, Head of Partnerships & Content,
Havas Group India Havas Group India Havas Sports and Entertainment

LAUNCHING MX – 2019 has seen us launch our brand new, market leading planning process Mx – from
MEDIA EXPERIENCE ‘Media Plans’ to ‘Media Experience’.

PRODUCT In a world where consumer expectations of brands are changing rapidly, we build
Meaningful Brands for our clients, by leveraging Meaningful Media – media that is
Our product is only as good as our people – but our engaging, trusted and influential to a given audience.
people need the right tools, systems and processes
to deliver. 2019 was a year of development for our Media Experience (Mx) understands the media that matters, to change how audiences
media and creative products, and their successful think and feel about brands. Mx goes further than a media plan because we dive
roll-out has helped propel our innovation, deeper into every decision and seek to define the optimum connection with a given
application and rigour to the next level. audience, in a specific context where the content of the brand message is delivered.

LANGOOR We acquired one of India’s largest independent agencies – Langoor – a leading,

full-service digital agency, led and driven by creative technologists. The acquisition
reinforces our integrated offering and complements our existing capabilities.

ACQUISITIONS

Our ambition to triple our presence in India,
one of the world’s fastest growing ad markets,
particularly in the digital space, resulted in the
acquisition of two agencies that turbo charges our
global digital experience offering – in India, and
across the region.

THINK DESIGN Founded in 2004, Think Design, is the leader in user experience consultancy
and design in India. Customer experience is key to all brands to make them
more meaningful to their audiences and the addition of Think Design enables
us to further reinforce our digital expertise.

SHAPING OPINIONS THOUGHT LEADERSHIP

At Havas, we’re not short of opinions, and we’re willing to share them.

In 2019, members of our APAC team have served on Spikes and Tangrams Awards juries.
We’ve spoken at leading industry events and we’ve published articles and opinion pieces
across the region.
As a global network, we also work hard to share information and insights that can lead to
new ideas and ways of thinking.
Our Prosumer reports are a series of thought leadership publications – part of a global
initiative to share information and insights, including our own proprietary research across
the Havas network and client brands.

In 2019, we enlisted the participation of 37 countries, including numerous APAC markets.
If you’d like to receive a free copy of any of our 2019 Prosumer reports, don’t hesitate to
contact us.

PROSUMER: Our worlds are expanding, and yet our circles of trust are being cinched increasingly
THE FUTURE OF TRUST tighter. We have access to more information than ever before, but we are not sure
whether it is true. We can see images of events taking place thousands of miles away,
but we cannot know for sure that they haven’t been digitally manipulated to tell a false
tale. We can purchase shiny new products from distant manufacturers but may worry
that they have been produced with unhealthful or sub-par materials by workers who
are being mistreated.

With this study, Havas Group explores the modern era’s depleted state of trust—
and the potential to restore it.

PROSUMER: Love has never been under so much pressure.
LOVE IN THE DIGITAL AGE
Despite rising divorce rates in many parts of the world and a pervasive sense that
the chances of living “happily ever after” with a romantic partner are slim, the vast
majority of people still believe in the concept of eternal love. This pressure to find
forever love is turning the modern-day quest for love into an emotional roller coaster.
People are seeking something that is increasingly unattainable, unwilling to settle for
less or to miss out on the romantic ideal conjured in storybooks and romantic films.

And they are willing to go to ever-further extremes to achieve it, whether that means
relying on artificial intelligence or using dating apps that incorporate DNA analysis.

PROSUMER: The digital era has revolutionized the field of entertainment. Rather than relegate it
THE FUTURE OF
ENTERTAINMENT to the fringes of our lives, entertainment is now something we carry along with us
and access virtually all day, every day. Entertainment now sits at the center of our

existence. We explored the fundamental shifts that are transforming how people
think about and experience entertainment. Among the insights revealed by the

global study - we are seeing signs that entertainment is as vital as health and the
internet has evolved from being a single touchpoint to our main point of entry for

entertainment and our primary source of diversion.

WHAT’S NEXT FOR 2020? So, it’s been an exciting year of evolution and growth, for our region,
our industry, our business and the businesses of our clients. And we don’t
see this stopping any time soon.

In 2020, our vision supporting everything we do remains unchanged: to make
a meaningful difference to the brands, the businesses and the lives of the
people we work with.

We’ll be at the forefront of innovation in the APAC region, and we’ll apply
our wide range of talent and tools to the ever-more varied business challenges
and objectives of our clients.

We’ll be vocal about change in our industry. We’ll build insights through
research, reports and opinion sharing.

New people and new clients will join us and collectively, will make us stronger.

Finally, we’ll live and breathe our own values – generous, innovative,
accountable, collaborative, entrepreneurial and committed.

We’d like to wish you all a wonderful end to 2019 and a prosperous 2020.

If you’d like to get in touch – we’d love to hear from you.

IF YOU’D LIKE TO CONTACT US,
PLEASE DON’T HESITATE.

DAVID ANGELL

Chief Commercial Officer,
Havas Group Asia Pacific
[email protected]