SPARK! newsletter

February 2017

Havas Global Leadership Meeting Takeways

I recently returned from London, where I attended the annual Havas Global Leadership meeting to better understand the company’s long-term goals and gain more clarity on the strategies we will be implementing to reach them. It was amazing to see the growth the company has experienced since we were acquired by Havas two years ago, and I enjoyed meeting all of the new leaders who have joined the team at both a U.S. and global level. After spending two days together, the one thing that came through loud and clear was our differentiated marketplace proposition of the Village and what that truly means to clients from a creative, media and strategic perspective. We are thrilled to be such an integral part of the Village through our PR, social and experiential offering, and we’re looking forward to more great things this year. 

Michael A. Olguin, CEO

The a2 Milk Company™ Selects Havas Formula for US Expansion  

Having established widespread success in Australia and China, leading Australian dairy brand a2 Milk® has selected Havas Formula to drive awareness and exposure for the North American expansion of its full line of 100 percent pure, natural cows’ milk that is easy to digest. The agency’s Consumer West division will execute an aggressive media and influencer outreach program, as well as key events to spotlight a2 Milk® as a natural alternative for people with sensitivities to conventional dairy milk, which typically contains the A1 beta-casein – a protein often associated with indigestion and discomfort. The team aims to educate targeted audiences that a2 Milk® offers consumers with perceived lactose sensitivities the opportunity to enjoy the nutritional wholesomeness and great taste of real dairy milk. 

Spindrift Taps Havas Formula to Build its Brand   

Spindrift, the only sparkling water with real fruit, has selected Havas Formula’s Lifestyle division as its agency partner. The team will build brand awareness among trade and consumer media, establish Spindrift as a leading authority in the beverage category, and generate excitement for the real-fruit product. Selected based on its extensive experience representing natural food brands, Havas Formula will leverage its many media relationships in the category to help drive the program.   

Schlage Unlocks Possibilities with ‘Masters of Flip’ at IBS 2017  

Havas Formula NY was onsite with Schlage during the 2017 International Builders’ Show (IBS) in Orlando last month, facilitating nearly 15 media briefings as well as a booth appearance by Kortney & Dave Wilson from the popular HGTV show “Masters of Flip.” The DIY, house-flipping duo conducted brief demos alongside the brand’s in-house experts, showing builders and remodelers how Schlage can seamlessly incorporate decorative, mechanical hardware and stylish smart deadbolts. IBS was a tremendous success for Schlage and proved to be a strong platform for engaging with influential media in the builder and home channel. 

Bugaboo Boxer Among Best Baggage According to ‘Departures’   

Travel and lifestyle publication "Departures" recently featured the Bugaboo Boxer in an article titled, “Best Baggage: The Smartest Suitcases in the Skies.” Writer Frank Vizard highlights that the “inspiration behind the Bugaboo Boxer is that it’s much easier to push luggage than it is to pull it—and that lugging one piece is better than hauling two.” The piece includes a photo of the product, pricing, and website information for purchasing. "Departures" is a lifestyle sourcebook for affluent, well-traveled, interested consumers—informing them on where to go, how to go, and who and what to know. The digital publication reaches 473,552 unique visitors per month. 

Panda Express Celebrates Chinese New Year

To ring in the Year of the Rooster, Panda Express hosted a celebration of togetherness at the Museum of Food and Drink (MOFAD) in Brooklyn, New York. With Havas Formula helping to secure more than 120 attendees, the immersive event helped educate top-tier media and influencers about the history and traditions of Chinese New Year. As pioneers of American Chinese cuisine, Panda Express strives to broaden awareness of the holiday in the U.S., while inviting people of all cultures and backgrounds to join the celebration. Taking place inside MOFAD’s current Chow exhibit, the event included symbolic food stations, chef demonstrations, educational panels and a fortune cookie machine with branded fortunes. Prominent outlets attending included CNBC, Huffington Post, Business Insider, Fast Company, and BuzzFeed. Havas Formula’s Social Media team assisted Panda Express by creating a step-by-step guide for executing an Instagram story at the event that included copy and art direction, as well as content for pre- and post-event coverage across all of the brand’s social channels. The story captured over 32,000 views with an average of 3,000 views per segment, nearly 200 percent more views than average. 

Shure Takes Over NAMM  

Amid the newest innovations in musical products, recording technology, and sound and lighting at this year’s National Association of Music Merchants (NAMM) Show, Shure was once again one of the biggest and most notable brands showing off its latest gear. The company announced the launch of GLX-D Advanced, a suite of digital wireless products and accessories. Supporting the launch, Havas Formula secured 36 on-site media briefings and submitted the brand for numerous show awards. Shure received 40-plus placements in key pro audio trades such as Front of House, Mix, Lighting & Sound America and Pro Sound News. Additionally, the brand took home 10 awards, including TEC Awards, ProSoundWeb & Live Sound International 2017 Readers’ Choice Awards, Music & Sound Awards, Church Production Magazine’s Top 5 Products at NAMM Awards and School Band Orchestra Magazine’s Best Tools for Schools Award.  

FTD Family Gets a Lot of Media Love  

During the lead-up to Valentine’s Day, the floral industry’s Super Bowl, Havas Formula helped the FTD family of brands own the media spotlight with several top-tier placements. The brand was featured in two TODAY segments with the first highlighting ProFlowers’ One Dozen Assorted Roses as one of the best shopping deals in February. Sister brand Shari’s Berries was featured the following week in TODAY’s Ultimate Valentine Gift Guide hosted by lifestyle expert Amy Goodman, who recommended the Ombre Cherries as the perfect surprise. The brands were exposed to 6.8 million national TV viewers, as well as the 24 million unique visitors of To top it off, the Personal Creations “Where We Met Puzzle” appeared in an US Weekly story entitled “Sweet Something,” reaching the magazine’s nearly 2 million readers.

iCIMS CMO Lends Job Search Advice to Business Insider   

Havas Formula’s Business and Technology team recently secured an opportunity for leading talent acquisition solution provider iCIMS to be featured in Business Insider. CMO Susan Vitale lent her expertise on job search and the hiring landscape to the article “7 Tips to Land a Job Straight Out of School,” by careers reporter Aine Cain. Vitale was the only expert featured in the piece, and iCIMS’ proprietary data from its Class of 2016 report was referenced throughout the article, which reached more than 36 million readers.

KEVIN.MURPHY Hosts Three-Day Media Immersion  

To launch the latest KEVIN.MURPHY haircare innovations, Havas Formula orchestrated a three-day press bonanza featuring founder and celebrity stylist Kevin Murphy. Throughout the immersion event, social media channels were abuzz with posts by media experiencing the products first hand, such as Vanity Fair and New Beauty. The activation began in the luxurious Salon V in Manhattan where Murphy and his top educators treated media to customized KEVIN.MURPHY experiences, including blowouts, cuts and colour. The following morning, the team hosted an intimate breakfast for influencers and digital media, allowing them to share their 2017 style trend forecast and explain the science behind the products. The week concluded with Murphy conducting style tutorials via Facebook Live segments and Snapchat stories for Marie Claire, Allure, Cosmopolitan, Refinery29 and People StyleWatch. 

Emily Porter Promoted to Executive Vice President  

Havas Formula is pleased to announce that, after 11 years of dedicated service, Emily Porter has been promoted to executive vice president. Since 2006, she has grown the Business and Technology division to become the largest PR practice area with the most tenured clients in the agency. Known for her exceptional client service and ability to drive business metrics, Porter has spearheaded and managed complex programs for brands such as KLA-Tencor, Qualcomm, Ormco, Shure, Suneva, and Element Six. Also instrumental on the new business front, she has added numerous signature brands to her portfolio, including Health Center Partners, IMMEREX and RKON. In her new role, Porter will continue to provide her clients with strategic counsel, creative direction and problem solving while developing her talented team, the largest in the agency. Looking ahead, she will oversee four practice areas; two of which will be new to the agency and one emerging from a new market (more on this in a future issue of Spark).

Anita Gomes Promoted to Vice President

Anita Gomes has been promoted to vice president on the Business & Technology team. A former client, Gomes joined Havas Formula in 2015 and has brought valuable B-to-B and big brand perspective to the agency. Her previous leadership experience in marketing communications, PR and community relations at Qualcomm, Gateway and Sony helps to inform program development and strategic media relations, while ensuring great client service. In her new role, Gomes will oversee a portfolio of mostly technology clientele, while playing an expanded role in business development and serving as a member of the leadership team. 

Havas Street’s Amanda Vysel Promoted to Senior Account Executive

Havas Formula is delighted to announce the recent promotion of Havas Street’s Amanda Vysel to senior account executive. During her four-year tenure with the agency, Vysel has become an all-star within the division, supporting a long list of successful client programs. In addition to leading day-to-day operations for numerous projects, she handles content creation for the division’s social media pages. In recent months, Vysel served as the point person on the Nestlé Día de los Muertos shopper marketing program, which included distributing more than 40,000 samples at 30 different retailers in a three-week period. Also notable is her significant support on Havas Street projects for other clients, including Panda Express, Prairie Vodka, Cost Plus World Market and Heineken USA. In her new role, Vysel will leverage her deep experience in PR stunts, VIP events, sampling and shopper programs to play a vital role in program planning, event execution and reporting, while serving as an important resource for team members.

Ryan Maguire Promoted to Senior Account Executive  

Joining Havas Formula close to two years ago, Ryan Maguire has been promoted to senior account executive on the Business & Technology team. Highly organized and a detailed task master, he has transformed into an exceptional account manager, helping to spearhead integrated and complex accounts like Shure. In addition, Maguire plays an instrumental supporting role on accounts including Monotype and Range of Motion, securing coveted placements in outlets such as The Atlantic, Wired, Forbes, and The Verge. One of the agency’s best team players, Maguire’s commitment, drive and zest for public relations all contributed to his promotion. In his new role, he will expand his account management, strategic planning and team mentoring responsibilities. 

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