Havas Group is now 100% programmatic
Havas Group is now both data-driven and 100% programmatic – two key pillars for the future of the communications industry. Over 25 per cent of the group’s employees (5,000 out of 20,000) have engaged to become 100% Programmatic through a new proprietary training programme that reinforces the Together strategy and provides an uncommon foundation for all employees.
100% Programmatic is an internal certification programme that enables all employees to integrate programmatic with confidence. It provides mastery (through knowledge), autonomy (through hands-on activities) and keys to purpose (through in-house Havas analysis), via a proprietary online learning platform called Havas University.
Alfonso Rodés Vilà, Deputy CEO of Havas Group, Chairman of Havas Group, Spain, and CEO of Havas Media Group, elaborated, “Our vision is focused on the future. Programmatic is the new reality and whatever our role is, we must understand audiences, addressable content and personalised messages. Media will essentially become code – ones and zeros – and knowing how to approach this coded data will set us apart from the rest of the industry.”
Andrew Benett, Global CEO, Havas Worldwide and Havas Creative Group, added here, “Programmatic is more than media. It reflects a total change in our industry and has vast implications for creativity as well. We have always used audience data and personalised messaging to drive creative solutions, and now we can do that through automation to achieve scale. It’s just as important for our creative teams to understand this as our media teams.”
Celine Merle-Beral, Chief Human Resources Officer – CHRO, Havas Media Group, said, “The programme was built by a very passionate team who shared their expertise to help us step up our game and lead the way. This investment is part of Havas’ commitment to our people, to their personal development, and to our common future.”
100% Programmatic offers employees 8 to 10 hours of online courses with rich content, including texts, videos, interviews, quizzes and forums, featuring Havas Group staff and technology partners. The training programme offers three levels:
- Fundamentals, covering programmatic language and concepts, and the impact on both Creative and Media
- Advanced, including day-to-day applications, with adapted modules depending on position
- Elite, focusing onstrategic vision, programmatic leadership skills for community building and network development
The impact on employees was real. Participants were surveyed for feedback and the results are overwhelming:
- 96 per cent of participants feel more confident speaking about programmatic
- 97 per cent of participants feel that the content of this course was of greater value than what they can find on the internet
- 97 per cent of participants recommend this training to their colleagues
100% Programmatic began with a pilot test of content between May and July for employees at Havas Media Group in 15 countries. The first phase of programme rollout occurred in September for employees at both creative and media entities in more than 40 countries. The next phase will be launched in February 2017 to expand its reach and results. Client and partner versions of the Fundamentals and Advanced courses are also now available.