HAVAS-GROUP
At the ProcureCon Marketing EU Conference on June 15th in London, Havas unveiled its “Meaningful Brands Special Report: The Client-Agency Relationship Barometer,” a first-of-its-kind research report examining how agencies can become more meaningful, long-term partners amid ongoing disruption brought on by the global pandemic, supply chain issues and shifts in technology and data.
“The Client-Agency Relationship Barometer” is a special report within Havas Group’s Meaningful Brands study—a landmark bi-annual survey of brand value that has been running since 2009. Conducted in partnership with YouGov and Prescient, it is the first of its size, comprising in-depth interviews and a wide-ranging quantitative study among more than 100 procurement decision makers in the US and UK. It assesses their current organizational priorities and how agencies are measuring up against these new expectations.
Havas’ research suggests that procurement professionals increasingly see their role as future-focused, beyond the immediate imperative of driving business and sales performance, with one in four respondents seeing transformation as their top priority. Agencies have room for improvement in aiding their clients in driving transformation, with 46% of respondents indicating their agencies were only providing traditional solutions to their problems, and one in five believing their agencies present innovation that is ‘new and shiny’ rather than what is integral to their business needs.
“A dynamic new agenda is emerging across businesses as organizations pivot to adapt to shifting consumer behavior, and the client-agency value exchange has never received more attention,” said Tracey Barber, Global CMO, Havas Creative Group. “The findings of our ‘Client Agency Relationship Barometer’ are a wake-up call for agencies: it’s time to build strategies that close the client expectation gap and forge meaningful relationships that can stand the inevitable challenges and tests ahead.”
Agencies are coming under new-found scrutiny amidst systematic disruption, with 50% of procurement leaders seeing a disconnect between their needs and what agencies are providing. Borne out of this groundbreaking study, Havas has crafted seven guiding pillars for agile agencies to build more meaningful and lasting relationships, including:
- Everything must be driven by its relevance to the business, so build a way to understand the impact of your actions.
- Create forums for new experts and talent to come to the table (ESG / Sustainability / Purpose).
- Tie everything back to the delivery of tangible value and actual return on investment. If your clients feel they are getting great value, they probably are.
“In our increasingly complex world, a successful client-agency relationship must take the form of a valued partnership. Agencies should become trusted counsellors, aiding their clients in navigating uncertainty and creating meaningful connections with consumers,” said Erin Flaxman, Global Chief Growth Officer, Havas Media Group. “These pillars are a guide to understanding the core issues facing clients and strengthening the forward-looking skills and expertise today’s procurement professionals are looking for.”
About Havas Group
Havas is one of the world’s largest global communications groups. Founded in 1835 in Paris, the Group employs 20,000 people in more than 100 countries and operates through its three business units covering all communication activities. Havas Group’s mission is to make a meaningful difference to brands, businesses and people. To better anticipate client needs, Havas has adopted a fully integrated model through its 69 Havas Villages around the world. In these Villages, creative, media and healthcare & wellness teams work together, ensuring agility and a seamless experience for clients. We are committed to building a diverse culture where everybody feels they belong, can be themselves, thrive and grow. Havas Group integrated into Vivendi in December 2017. Further information about Havas Group is available on the company’s website: havasgroup.com .
#MeaningfulDifference
View source version on businesswire.com: https://www.businesswire.com/news/home/20220615005635/en/
About Business Wire
Subscribe to releases from Business Wire
Subscribe to all the latest releases from Business Wire by registering your e-mail address below. You can unsubscribe at any time.
Latest releases from Business Wire
IDWS 2025 Concludes with Focus on Global Knowledge Exchange, Financial Opportunities, and Scalable Water Solutions16.12.2025 20:03:00 CET | Press release
The 4th Innovation Driven Water Sustainability Conference (IDWS) 2025 concluded on Wednesday in Jeddah, confirming its status as one of the world’s most influential platforms for shaping the future of water innovation, sustainability, and security. Gathering senior global policymakers and international industry leaders, this year’s edition has advanced critical dialogue on safeguarding the planet’s most vital resource, with Saudi Arabia at the forefront. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20251216483490/en/ Investors, innovators, and global institutions gather in Saudi to outline how capital, collaboration, and governance can accelerate long term water sustainability (Photo: AETOSWire) Among the most consequential engagements were a series of meetings that brought together discussions powered by SWA, centred on shared challenges, knowledge exchange, and exploring opportunities within the global water ecosystem. Att
OAG Appoints ex-Skyscanner Executive Filip Filipov as New Chief Executive Officer16.12.2025 17:00:00 CET | Press release
OAG announces today the appointment of Filip Filipov, ex-Skyscanner executive, as new Chief Executive Officer. Filip Filipov currently serves as the company’s Chief Operating Officer and takes over from Phil Callow who has chosen to step down having completed thirteen transformational years at the helm of OAG to pursue his many other interests. Since joining in 2024, Filipovhas played a leading role in the company’s ambitious next phase of growth and ongoing acceleration. He will now lead OAG into a new era defined by advanced data products and AI-driven intelligence. Before joining OAG, Filipov held senior roles in travel technology and big-data consulting, including on Skyscanner’s executive team. Filip Filipov said: “It’s a privilege to step into this role and lead a company with such a strong heritage and reputation. I’m excited for what’s ahead and committed to serving our customers with the reliability, service, and innovation they depend on.” Chairman of OAG, Gehan Talwatte, com
Xsolla Integrates SPENN in Rwanda and Zambia Giving Developers Access to a Strong Consumer-Merchant Ecosystem16.12.2025 16:49:00 CET | Press release
Developers Can Now Maximize Revenue and Boost Player Engagement with a New Integration Delivering a Smoother Checkout, Fewer Declines, and Access to a Growing Digital Wallet User Base Xsolla, a global video game commerce company that helps developers launch, grow, and monetize their games, today announced that it has added SPENN to its payments solution portfolio in Rwanda and Zambia. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20251216303338/en/ Xsolla Integrates SPENN In Rwanda And Zambia Giving Developers Access To A Strong Consumer-Merchant Ecosystem Both Rwanda and Zambia are mobile-first, wallet-led economies where mobile money drives financial inclusion and rapid growth in digital transactions. Reports found that approximately 86% of Rwandan adults own or have used mobile money. As of mid-2024, mobile money transaction volumes in Zambia increased by 44% to 1.4 billion transactions from mid-2023. By adding SPENN as a
New Survey of Nearly 4,300 C-suite Leaders Reveals Intensifying Demand for Faster Innovation, Higher ROI and Stronger Business Resilience16.12.2025 15:00:00 CET | Press release
Executives face growing pressure to deliver AI-driven transformation while navigating rising costs, increasing risk and shortages in skilled IT talent Rimini Street, Inc. (Nasdaq: RMNI), a global provider of end-to-end enterprise software support, managed services and Agentic AI ERP innovation solutions, and the leading third-party support provider for Oracle, SAP and VMware software, today announced the findings of its new global survey, “C-suite Imperatives: Accelerating Innovation in a Shifting Landscape.” The research was conducted in partnership with Censuswide surveying nearly 4,300 CFOs, CIOs, CEOs and CISOs across the globe, examining the pressures influencing executive-level technology decisions and the priorities shaping their investment strategies. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20251216456670/en/ New Survey of Nearly 4,300 C-suite Leaders Reveals Intensifying Demand for Faster Innovation, Higher ROI
Enersense Selects Sitetracker as the Platform of Choice for 5G and Fiber Expansion Initiatives16.12.2025 15:00:00 CET | Press release
Sitetracker, the global leader in complete Asset Lifecycle Management, announced that Enersense, a leading lifecycle partner for customers operating in energy transmission and production, industrial energy transition and telecommunications services across Finland and the Baltics, has selected Sitetracker to digitize and scale its operations. The implementation enabled Enersense to replace legacy systems, standardize workflows, and support their ability to deliver services with short lead times and high process precision. The first phase of implementation is already supporting Finland’s 5G and rapidly expanding fiber-to-the-home (FTTH) initiatives. Before Sitetracker, Enersense relied on spreadsheets and email to manage project execution, resulting in limited visibility into project milestones, asset tracking, and field performance. As 5G and FTTH deployment accelerated, these manual processes created operational bottlenecks, slowed invoicing, and hindered communication with customers a
In our pressroom you can read all our latest releases, find our press contacts, images, documents and other relevant information about us.
Visit our pressroom