Yannick Bolloré, Chairman and Chief Executive Officer, Havas Group, and Chairman of the Supervisory Board, Vivendi is Ben’s very special guest for the final episode of Season Two. Exploring the outlook in media for 2024 and discussing how media and entertainment converge in culture to create meaningful moments highlights of this fascinating conversation include:

·     On how global versus local plays a role for brands when creating media that matters, Yannick Bollore underlined when he became CEO of Havas in 2013, “we were living in a world of happy globalization” with much of the world sharing the same values, beliefs, and it was very easy to have a global campaign for brands Since then we have seen the rise of nationalism, war in Europe and the catastrophic situation in the Middle East. “Today, it's becoming increasingly difficult to talk about happy globalization and for brands, we need to adapt to this new reality. To have a global network with very strong local agencies is becoming more and more important.”

·     Today you cannot just pay for people attention. You have to earn it. At Havas, we have gone through a huge shift in our strategic plan. First, creating the Together strategy, with all talent in the group gathered in one place we call the Villages. Creative people working together with the media. A holistic approach to content and advertising.

·     The role of culture to earn attention is key...Brands need to become cultural brands to stay relevant to their consumers or to become relevant to their consumers or prospects.

·     Entertainment, Social Commerce and AI three key trends for the year ahead. On AI Yannick says: “It's creating a structural change for our industry. I believe AI will, in terms of transformation, be as important as the revolution in the eighties or the digital revolution from 2000-2010. This is why we have been investing a lot in terms of money, resources, people. I think it's important that communications group become a best in class to support their clients in their AI transformation.“

·     On the importance of respect, diversity and sustainability brands need to go through a strong transformation, not just to bring a great product at an affordable price, but to do more. “I believe in meaningfulness. I believe in diversity. Three brands out of four can disappear today.* No one would notice or care. When people are shopping today, they want to wear brands, they want to buy products that are creating something bigger than themselves.” * Havas’ proprietary Meaningful BrandsTM Survey

·     The media Yannick turns to when looking to get inspired? The Meaningful Media Podcast!

We’ll be back in 2024 to bring our cherished listeners a host of new interviews with media luminaries for their take on media experiences and hearing directly from consumers on the media that matters.

Until then, take care all and stay tuned in 2024!

The Meaningful Media Podcast Team

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