SPARK! newsletter

July 2017

Cannes’ Key Takeaways

In June, the world was abuzz with news from Cannes. Havas Group had its best year ever at the festival with 41 Lions, including 29 for BETC Paris and the first Lion win for the partnership between Havas agency Host Sydney and Universal Music Group. There was a lot to soak in at Cannes but, according to Havas U.S. CEO Paul Marobella, three key takeaways emerged: 1) Fearless Girls – With State Street Global’s Fearless Girl on Wall Street winning almost every award, this year’s event was clearly focused on the power of women. This could be a sign to pay closer attention to how female decision makers open new opportunities in historically male-led categories, 2) 23 Cents – Google and Facebook control 77 cents of every dollar spent on advertising. While there are other platforms to utilize on the path to purchase, brands that own their first party data on transactions have an opportunity to leverage that data for smarter targeting, and 3) Cause Wins – Cause marketing was a big winner at Cannes, because agencies love to work on emotional campaigns that connect with a human issue versus driving to a cash register. Look for this to continue in the future.

Michael A. Olguin, CEO

Havas Formula Named AOR for RE/MAX  

Havas Formula’s B-to-B team was recently named the PR agency of record for RE/MAX, one of the world’s leading franchisors of real estate brokerage services. The program is designed to increase PR efforts at the regional and franchisee levels within RE/MAX’s company-owned markets. The agency’s PR strategy also aims to increase RE/MAX’s brand awareness and the value its agents bring to the transaction through thought leadership, owned research, new office openings, and CSR efforts tied to the company’s dedicated philanthropy, Children’s Miracle Network. RE/MAX’s work with Havas Formula further extends its partnership with Havas, as the company currently works with creative advertising agency Camp + King.

Havas Formula Wins HAI Beauty Concepts Account

With a legacy of innovation in styling tools such as blow dryers and flat irons, HAI Beauty Concepts retained Havas Formula to support the company’s recent rebrand, which includes all new packaging and innovations, with an aggressive media relations and influencer campaign. The team also will leverage celebrity stylists as brand ambassadors to generate tutorial content highlighting each tool’s customizability and damage control technologies promoting strong, healthy hair. The program will kick off with a focus on the new STYLSET blow dryer, which is poised to unseat the Dyson blow dryer as the most technologically advanced tool of its kind, boasting a jasmine scent, conditioning blue UV light, and customizable wind/heat settings.

 SCAN Symposium Shines Spotlight on Aging and Independence

Upholding its mission of keeping seniors healthy and independent, SCAN delivers one of the nation’s largest not-for-profit Medicare Advantage plans, as well as an array of services and education programs for seniors and caregivers. To acknowledge SCAN’s 40th anniversary and four decades of community collaboration, Havas Formula played a strategic role in the planning and execution of the recent “Aging Reimagined” symposium. Attracting more than 150 attendees, including thought leaders from regional nonprofits, education, local and state government, and industry, the agency helped boost brand visibility by securing media attendees from NPR, Reader’s Digest, Orange County Business Journal and the Long Beach Post. 

Bertolli Olive Oil Educates Media at NY Lunch & Learn Event

To kick off the PR program for Bertolli olive oil, the No. 1 olive oil brand in the world, and bring to life the concept that Bertolli makes every simple act of cooking a joyful appreciation of life, Havas Formula Chicago facilitated press briefings, product tastings and a New York Lunch & Learn event with press and influencers at FIG & OLIVE’s Meatpacking district location. The team first arranged meetings with Bon Appétit, SHAPE, Bloomberg Businessweek and Eat This, Not That!, during which editors learned how to correctly taste and identify premium olive oil. The next day, 11 outlets including Woman’s World, The Daily Meal, Men’s Fitness, U.S. News & World Report, Men’s Health, Health, the TODAY show, Food Network Magazine and FOX News attended a customized three-course lunch that showcased Bertolli olive oil as the star of each dish.

Havas Formula Supports Imec’s Technology Forum in Belgium

Havas Formula’s High-Tech division supported the world-leading R&D and innovation hub imec at its annual Imec Technology Forum (ITF) in Antwerp, Belgium. The team coordinated attendance and travel for five top-tier trade reporters from the U.S. and Japan. The event included an exclusive press day at imec’s headquarters in Leuven, Belgium, where press had the opportunity to hear directly from imec’s subject matter experts on a variety of R&D announcements, including eye movement detection technology, an implantable chip designed to give patients more control over their prosthetics, and the world’s first self-learning neuromorphic chip that composes music. Following a Q&A session, media were invited to tour imec’s state-of-the-art clean room facility. Returning to Antwerp, press had full access to speaker sessions led by imec and numerous technology leaders from Sony, Microsoft, Cisco, Samsung, Qualcomm, and more. With additional one-on-one briefings with imec subject matter experts, the event concluded with significant press coverage for the brand, in outlets ranging from EE Times to Solid State Technology.

‘Men’s Health’ Selects Monoprice’s SonicSolace Headphones as One of Nine Best   

Havas Formula Chicago recently landed Monoprice in a Men’s Health article celebrating the best noise-cancelling headphones on the market. The team worked with editors to include the brand’s SonicSolace Active Noise Cancelling Bluetooth Wireless Headphones among a group of 20 of the latest offerings for review. After weeks of testing, the SonicSolace was selected and featured in a roundup of the nine best noise-cancelling headphones based on sound quality, comfort and ease of use. Further, the article noted “Monoprice outperforms many of its pricier competitors with lush, crisp sound.” Appearing in both print and online editions of Men’s Health, the article garnered nearly 13 million impressions. 

‘WSJ’ Praises High Brew’s Bold Can o’ Joe

High Brew Cold Brew Coffee was recently featured in a Wall Street Journal sidebar story entitled “Beyond Beer – Other Canned Beverages for Your Cooler.” The article describes High Brew as “a bold can o’ Joe with low acid for smooth sipping” and prominently featured a photo of the Double Espresso flavor. The story reached the Journal’s 1.3 million print readers and 43.5 million online visitors.

ProSight Specialty Insurance Bylined Article Featured in ‘Entrepreneur’ 

Havas Formula’s B-to-B team recently landed a bylined article written by ProSight Specialty Insurance CEO Joe Beneducci in Entrepreneur. The article – entitled “The Good Thing About an Antiquated Industry? Lots of Room to Innovate.” – discusses four tactics business leaders can take to innovate in an antiquated market. Reaching 14 million unique visitors per month at and shared socially more than 600 times, the article successfully captured the attention of influential decision-makers and business leaders, further contributing to ProSight’s thought leadership strategy.

Eufora Expert Lends Insights to ‘NewBeauty’

Philip Carreon, Eufora creative director and celebrity hairstylist who has worked with Angelina Jolie and Mila Jovovich among other starlets, was recently tapped by NewBeauty magazine to provide advice only a beauty professional can give. Although hair can lose its shine with age, he notes that even youthful strands can become dull due to heat styling and over processing, for which he recommends using a shine spray and weekly hair mask such as one from Eufora. His advice was featured in an article – “Shine Savvy: How To Get It” – in the summer issue, reaching the magazine’s 500,000 subscribers.

Alyssa Niemiec Promoted to Director 

Since returning to Havas Formula nearly two years ago, Alyssa Niemiec has been instrumental in driving programs and results for her B-to-B clients, including Monotype, LiveRamp, Ormco and Caseology. From spearheading strategic initiatives to managing day-to-day account activities and even scoring top-tier media placements, she has excelled on all fronts. An exceptional presenter and creative thinker, her efforts have also contributed to several new account wins this year. In her new role as director, Niemiec will continue to play a heavy hand in strategic planning, creative ideation and team mentoring.


 Havas Formula Adds Kaitlyn Garcia as Senior Account Executive

With nearly five years of PR agency experience, Kaityln Garcia has joined Havas Formula’s B-to-B division in San Diego. Starting her career in San Francisco, she worked for a PR agency specializing in mobile and technology clients, supporting brands focused on enterprise technology, mobile apps, fintech, consumer and healthcare technology. With experience landing coveted placements for clients in notable outlets such as TIME, The Wall Street Journal, TechCrunch, Forbes, and many others, Garcia is primed to deliver great results for clients including RE/MAX, ProSight Specialty Insurance and Caseology.

 Liliana Medina Hired as Regional Manager in Havas Street 

Havas Street has hired Liliana Medina as a regional manager in the Los Angeles area. With a positive outlook and unrelenting drive to deliver exceptional client service alongside measurable program results, Liliana joins the team servicing the Heineken USA account. She brings a strong agency background managing field marketing programs in her former positions at Epsilon USA and Gigunda Group. At Havas Street, Medina is responsible for day-to-day account management and execution efforts for the Western Region in both on- and off-premise channels. She also plays a key role in field team management, program planning, and reporting. Medina has a bachelor’s degree in cultural studies from UCLA. 

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