Havas CEO Yannick Bollore makes the case for a unity of tech and people | M&M Global

Havas CEO Yannick Bollore makes the case for a unity of tech and people

Havas chairman and chief executive Yannick Bolloré was one of the biggest names to drop into Cologne this year. M&M Global caught up with him to hear his insight and opinions on the current tension between technology and human creativity.

Pic: Dmexco
Pic: Dmexco

M&M Global: What are your impressions of Dmexco 2015?

Bolloré: Extremely positive. I was really impressed by the size and scale of the event, and I hope to be back next year.

There appears to be a huge growth in the number of ad tech businesses – is this good or bad for clients?

Technology has opened doors to new opportunities within our industry and is now an integral part of a lot of what we do. It is not, however, the be-all and end-all. It is a tool we can use to enhance the creativity and skills of our talent, but it can never replace them. We are in a people business, and no algorithm will ever compete with the creative magic of humans. Creativity is our core business – and that is a trait that is uniquely human.

Dmexco draws a large crowd to Germany, but how important is Europe at the cutting edge of innovation in media and marketing?

I may be biased, but I see Europe as being enormously important as a driver of innovation in these areas. One of the things that’s most exciting now, though, is that it’s not just a handful of markets that dominate. There are hotspots all over the globe and so much interaction and genuine collaboration that the best ideas can come from anywhere.

What do you consider to be the most important trends facing brands over the coming 12 months?

The world of data and everything related to it is going to radically and rapidly change the game for brands. We have only scratched the surface of what can be achieved if we use data intelligently. I also think predictive marketing is going to become more and more key to our industry and our clients.

How is Havas and its agencies changing to meet client needs?

Market changes mean that our clients now demand greater coordination, integration, and optimisation. A client with its ad budget fragmented over several agencies is not sustainable. Havas was the first comms group to have adopted a business model based on collaboration among media, data and creative teams. This integration simplifies our clients’ lives, and it is our promise to them that we can look beyond our individual identities and work together, create project groups, strive hand in hand, and pool our expertise.

This interview was first published in M&M Global’s Dmexco 2015 Wrap Report – download it now

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