If Havas Creative considered 2021 to be a reset year, 2022 was one a takeoff year by aggressive acquisition and new future-facing clients. The agency network bought Australian health agency Bastion Brands, integrating it into Havas Health & You. It also acquired local social and digital agency Front Networks to strengthen its business in China, despite market difficulties there.

Havas Creative achieved very good business results in 2022, secured new business, and continues to climb in New Business League, but still needs to strive for more profound product innovation in the region and leverage Australia’s strengths in the creative sector.

Category 2022 2021 Business B B- Innovation C- C- DEI and sustainability B C+ Creativity and effectiveness C+ C+ Management C+ C *2021 scores adjusted to new numeric scale. Read about the grading methodology

Business (B)

In 2022, Havas Creative business achieved higher revenue growth that topped pre-pandemic levels and recorded higher double-digit profit growth compared to its creative competitors in the APAC region. Southeast Asian and North Asian markets performed better in 2022, while some markets, such as China, faced challenges.

Havas won Harman International’s global account, providing integrated marketing services for its portfolio brands, including JBL, Harman Kardon, and Harman’s B2B products. In the region, the agency won new clients such as Vivo in India and China, Fuji Tourism and Johnson & Johnson in Australia. Five of the top 10 wins were in Australia, three in Greater China, and two in Singapore. However, the agency also experienced losses of clients in some key markets.

In 2022, Havas Creative ranked 7th among APAC creative agencies on the Campaign AI New Business League, using R3 data, with estimated new business revenue at $27.9 million. This is a gain on its 8th place ranking the previous year with the number of wins consistent at 77, despite most other agencies dropping their win totals. 

In a challenging year, the business achieved remarkable growth and profitability, and adapted its strategy to attract new customers. We raised the business score to B to reflect this performance.

Innovation (C-)

Havas lists some of its launches in China and India among its top innovations. Cake, a UK-based creative agency specialising in sports, culture, and entertainment, was launched in India with Rajika Mittra appointed as managing partner. London and Mumbai worked together, as India is the first expansion outside of the UK for this agency brand. Havas India expanded its presence in the eastern Indian market through a strategic partnership with Kolkata-based digital marketing agency Quite Easily Done (QED), and created Havas QED. Meanwhile, Havas China’s acquisition of Front Networks added expertise in digital storytelling and channel mapping 

In Singapore, Havas partnered with production partner Unit9’s specialist metaverse division, Metaverse Advisory Dept. (M.A.D), to share virtual knowledge with staff and clients in the region.

One of Havas Creative’s competitive advantages is its expertise in CX. Its annual X Index global survey comprises industry-leading research to improve brand customer experience. Too bad it only includes only two APAC markets: China and India.

There have been no Asian-born products and agency acquisitions alone don’t exactly qualify as innovations. As a result, we maintain our C- grade from the previous year.

DEI & Sustainability (B)

Based on the numbers shared by Havas Creative with Campaign, the rates of females in permanent staff and senior management were well-balanced in 2022. 

Havas Group has implemented ‘All In,’ a more localised approach to developing its DEI strategy. Some markets, such as India, have shown positive results in their DEI initiatives, including the launch of the Flex Your Lexi Workshop to empower women at all levels and the Women Who Inspire initiative to address the challenges faced by female employees.

Inside the agency, Havas Australia appointed a new CSR committee in 2022 to oversee all areas of DEI and Sustainability/CSR. Havas Ortega Philippines became the first communications company in the Philippines to sign the UN Women’s Empowerment Principles (WEPs).

Outside the network, Havas China partnered with the Special Art College of the Shanghai Institute of Technology to launch an internship program that supports individuals with disabilities and provides hiring opportunities. In Australia, Havas Hustle offers female entrepreneurs free access to skills through scheduled video chats with agency specialists based on their business needs.

Globally, Havas Group aims to reduce total greenhouse gas emissions by 60% between 2018 and 2024 and achieve collective carbon neutrality by 2025.

In APAC, the agency also worked at the market level. Havas Ortega Philippines kickstarted Project Echo, an initiative to adopt small achievable sustainability goals in the Swarm, by launching 5 Echo Acts, an internal communications campaign, a partnership with the Plastic Flamingo (PLAF), a social organisation aiming to address marine plastic pollution, Our Ocean Connection, an internal webinar educating employees and Swarm Second Lives, a platform for employees to promote circular economy. 

In Singapore, the agency office partnered with Green Nudge, a social enterprise, to clean up one of Singapore’s garbage-populated shorelines and launched a reusable lunchbox initiative offering communal takeaway containers.

The Indian offices pledged to champion water conservation in their personal and professional endeavours. Havas Immerse Malaysia became the first creative agency in Malaysia to achieve the B Corp certification from B Lab.

Havas Creative’s management for DEI and sustainability lacks support from the regional level, but they have various Asian local market initiatives across the region. 

Therefore, we have decided to upgrade the agency to B in this section.

Creativity & Effectiveness (C+)

In 2022, Australia, a traditionally strong market, continues to deliver impressive work. 

Host/Havas’ police recruitment campaign, Crime interrupted, inspired by true crime podcasts, scooped a Bronze Lion in the entertainment category and a Sliver Lion in creative strategy at Cannes Lions. 

The Host/Havas team created ‘Ol’au Palau,’ a programme that allows tourists to unlock new locations and experiences in Palau based on their respectful and gentle treatment of the island, rather than their spending. Praised by global policymakers as a sustainability game-changer, this ecotourism model has made a meaningful difference to brands, businesses, and the lives of local residents.   

But there were other strong contributions in the region as well. To combat the issue of plastic waste illegally dumped by developed countries, Havas Immerse Malaysia created the #trashback initiative. As 75% of globally exported waste ends up in Asia, the initiative aimed to raise awareness and global pressure by creating four Twitter ‘trash accounts’ and a website. The public could show their support by tweeting and retweeting to increase media exposure.

In China,  Havas Creative was recognised with several 4As awards, including one gold, three silvers, and two bronzes, for their work on campaigns for Honor and Huawei. These campaigns, such as ‘Save the little short hands’ launched for Christmas and ‘Look in the eyes to kill’ launched before Thanksgiving, told emotional and impressive brand stories and were highly acclaimed.

Despite the fact that the agency network did not achieve the same level of recognition on the awards platforms as its competitors throughout the region, the presence of strong works from China, Singapore, and Malaysia in 2022 has resulted in the decision to retain its ‘average’ grade from 2021.

Management (C+)

“Building a talent force for the future” was one of the agency’s top goals in 2022. The agency created various employee development and supporting initiatives in the region, such as Femme Forward on Air, a 7-week intensive virtual adaptation of the Femmes Forward programme, and the in-house online learning platform, Havas University. India, China, the Philippines, Vietnam, and Singapore have active staff learning and development programs. Both Havas Ekino Vietnam and Havas Group India were credited with Great Place to Work certification in 2022.

Across the region, Havas Creative hired more people than it exited this year, with a staff turnover rate close to the average for agencies. In some markets, such as China, the turnover rate was even lower. According to the agency’s leadership, the overall turnover rate for the region in 2022 was lower than it was in 2021.

Over the past year, Havas has added several new creative management roles to its team, including Angie Tijam as ECD for Havas Ortega Philippines, Donevan Chew as CCO for Havas Immerse, Fiona Huang as GM, Guilherme Machado and Trong Ronakiat as associate creative directors for BLKJ Havas, and Anupama Ramaswamy as CCO in India. The agency also promoted San Ling Liew GM for Havas Immerse, Alyce Gillis to head of strategy for Host/Havas, and Sachin Talwarkar to CCO at Havas Life Sorento.

The network’s leadership teams in local markets appear competent but regional coordination remains elusive as China, Australia and India report globally and the other markets report to a multi-regional leader. Nonetheless, the agency has made progress in talent development and business alongside its M&A strategies. The management grade will be upgraded to an average for 2022.

Creative (66%) Health (18%) PR & Social (16%) Content CX PR Bolloré  Huawei Johnson & Johnson Novartis P&G Reckitt Benckiser Sanofi Stockland Toyota Yili B: Our journey to making a meaningful difference only strengthened our product this year but enabled us to deliver maximum effectiveness and efficiency for our clients.