A global pandemic led crisis can make one wonder what brands of the future will look like. In a recent Havas ‘Meaningful Brands’ study, consumers indicated that if 75% of the companies disappeared tomorrow, no one would care. Yannick Bolloré, Chairman & CEO of Havas Group and Chairman of the Supervisory Board of Vivendi, quote this statistic to point out that businesses need to more than just reimagine themselves to be future-ready.

“It is not only the best product at the best price. It also must be a collective benefit for all stakeholders including partners, consumers, society and the world. Those who can do that today, will be able to survive and thrive tomorrow,” Bolloré comments.

Digital has been at the core of the company for nearly a decade now, allowing it to be digital-ready as it partnered marketers in their journey of digital transformation. “The crisis showed us there is no digital silo – it is all-pervasive. It is important for the marketing people, across geographies and sectors. While it was known to happen soon, the speed of change has opened many new opportunities as well,” the Havas CEO remarks.

India Still a Land of Opportunities

Including in markets like India, Bolloré sees the rise of digital entrepreneurship, more desire for innovation, design thinking, content studios, creation of links between content and media, commerce. “The trend of 2021 will be to bring it all together and continue to invest in digital capabilities and talent in the industry. Tools are important but the talent behind the tools is much more important,” he advises.

On those lines, Havas intends to continue its investments in Asia, which it dubs among its growing regions. More specific to India, Bolloré says, “Digital is booming in India right now, and the talent is amazing in the country whether it is in digital, technology, creativity or more strategic functions. The cultural identity of India cannot be replaced. We will continue our acquisitions in India. We are already identifying the right companies to join the Havas family. We are already in the advanced stages of conversations with an agency on the performance side. I am very bullish on India. I see it as the biggest opportunity in the world.”

The Next ‘Ad’Normal

Among the several changes that the agency side of the business has seen in 2020, Bollore draws special attention to the agency-client relationship. As marketers came under great pressure, across sectors such as tourism, hospitality, retail, telcos, BFSI and the likes, the pressure strengthened the relation between marketers and their agency partners. 

“In the past it was too distant, drawn by long processes. The crisis reminded that it is important to have a partnership than mere transactional relationships. The best campaigns and the most effective strategic thinking come when we spend time and deliberate together, achieving extraordinary results,” he remarks.

As word of advice to the industry, Bolloré reiterates that the battle is not over yet. He states, “The pandemic is behind us, but it still exists. We may have learned to live with it, but I am optimistic about 2021. We should not aim to come back to the past normal. Instead, we need to see the positive of this crisis, and do things better.”