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Havas' new wave ad agency The Annex

Havas' new wave ad agency The Annex

Havas Global Comms

Havas Global Comms

December 14, 2017

Instead of classic ad executives, The Annex is steered by musicians, social media influencers and mural artists.

Business Insider
Dec. 14, 2017

 

A decades-old global ad company thinks it has cracked the code on how ad agencies can remain relevant at a time when their very existence is under threat from various quarters.

By not acting like an agency at all.

The Annex may be under the umbrella of global advertising network Havas, but it doesn’t look or function like a traditional ad agency. Because instead of creative directors, strategists and account executives, its reins are in the hands of musicians, social media influencers and mural artists.

The onset of digital media has accelerated the speed at which culture evolves, something that marketers are not always able to keep pace with, according to Havas co-chairman and chief creative officer Jason Peterson.

Thus, the Annex’s mission is to help its clients remain on the cutting edge of cultural trends, by engaging and interacting with the very influencers and artists at the forefront these trends, as opposed to playing catch-up with them.

In other words, the idea behind this new type of agency is to shape trends, not follow them.

 

Read the full article

Business Insider
Dec. 14, 2017

 

A decades-old global ad company thinks it has cracked the code on how ad agencies can remain relevant at a time when their very existence is under threat from various quarters.

By not acting like an agency at all.

The Annex may be under the umbrella of global advertising network Havas, but it doesn’t look or function like a traditional ad agency. Because instead of creative directors, strategists and account executives, its reins are in the hands of musicians, social media influencers and mural artists.

The onset of digital media has accelerated the speed at which culture evolves, something that marketers are not always able to keep pace with, according to Havas co-chairman and chief creative officer Jason Peterson.

Thus, the Annex’s mission is to help its clients remain on the cutting edge of cultural trends, by engaging and interacting with the very influencers and artists at the forefront these trends, as opposed to playing catch-up with them.

In other words, the idea behind this new type of agency is to shape trends, not follow them.

 

Read the full article

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