Situation
As the consumer path to purchase becomes increasingly complex, Havas Media recognised a shift in the agency landscape. Traditional media planning and buying were no longer sufficient to meet client needs. To stay ahead, Havas needed to move toward a more lateral, consultative proposition offering a much broader suite of strategic services.
However, moving from a media buyer to a strategic partner mindset required a fundamental change in approach. Managing Partners and senior teams needed the confidence and the tools to look beyond the immediate brief. The challenge was to stop focusing on the agency’s internal targets and start focusing on the long-term value added to the client’s business.
Solution
By embedding Client-Centred Thinking across the client-facing team we helped Havas Media move away from agency-first selling. Instead, the team adopted a consultative approach that puts the client’s business interests at the heart of every conversation. This shift empowered Havas to look beyond the immediate brief, identifying lateral opportunities and pitching their broader expertise with a renewed sense of commercial confidence.
The results
Beyond the Brief
By putting client interests first, Havas Media identified and won opportunities worth 40% more than the original scope.
Commercial Confidence
Senior leaders gained the confidence to be more direct, successfully moving conversations from traditional media buying to a wider suite of consultative services.
Strategic Shift
A total transition from media buyer to strategic partner, focusing on client value over agency targets.
“Now we’re spending a lot more time on the empathy required to put ourselves into the shoes of the client. ”
Head of Planning
Havas Media
Managing Partner, Havas Media
