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The Hat Trick

The Hat Trick

Sulaiman Beg

Sulaiman Beg

December 18, 2018

Havas Media wins Best Media Agency for the third year in a row.

"Today, you can’t think of creativity without data and technology being part of the process."

Havas Media Argentina capped off its 20th year by once again being named Best Media Agency at the 2018 Jerry Goldenberg Awards for Excellence in Communications—the agency’s third win in as many years.

Overall, it was the agency’s 9th win at the annual event that awards the most outstanding professionals and companies in the industry.

We spoke with Germán Abaroa, Havas Group Argentina’s SVP of Commercial and Operations, about the win, the changing media landscape, and the importance of getting culture right.

Congrats on the latest honor. How do you continue to stay on top?

Thank you! We are very proud of this recognition. Mainly because it was awarded by advertisers, media, and industry colleagues.  
 
We are always in constant movement and we are always looking forward to the next challenges. Also, we have the privilege of working with clients who are willing to try new ways and new tools. We strive to never lose our objective, which is improving and finding the best communication solution for any challenge that we have to overcome.  
 
And, of course, what sets us apart and led us to be the best agency is our team. A few months ago we moved to a new office and now all of us (Arena, DBi, Forward, Havas Media, Havas Sports & Entertainment, HOY by Havas) are working under the same roof and sharing a single P&L. Year after year, we are consolidating an interdisciplinary team that grows and gains autonomy.

2018 was the 20-year anniversary of the agency. How have advertising and the media landscape changed in Argentina in the past two decades?

Two decades ago, the leader was paid TV, which was presented as a complementary option to open TV and of a national scope. From then on, all innovation, progress, change in the media industry came from digital. In the last 10 years, technology has shaken us up, strongly, imposing new rules and languages that are in constant change. This means we have to look for more and more people with enormous potential for adaptation and lateral thinking.

Agency culture is a huge part of your success. How do you motivate the team to keep driving client business forward?

Absolutely, it is Havas culture; it’s a way of behavior that leads us to be the best. We motivate teams giving them tools, training, and flexibility to find the best communication solution, but focusing on enjoying the process. We believe in autonomy and we encourage them to try, we prefer to learn from a mistake rather than never test.

Where capacities overlap, that is where we see the best results and where a greater sense of belonging and team feeling is generated, which builds culture across the entire structure.

"We believe in autonomy and we encourage them to try, we prefer to learn from a mistake rather than never test."

How do you promote teamwork?

The team is the key to have the best product. We are working on consolidating interdisciplinary teams. This year we launched short-term, three-month projects where we brought together people from different areas with a shared objective. The results were very encouraging.

We also generate interaction spaces within our new building that facilitate this way of working. A physical space designed to encourage teamwork is very important and helps.

In the last year, what do you think has been the agency’s biggest accomplishment?

We had two great achievements this year. On one hand we managed to stand out with HOY by Havas. With the incorporation of Federico Plaza Montero and Nicolás Zarlenga as Creative General Directors, we took our creative credentials to another level. We had great performances at festivals, such as Cannes, El Ojo de Iberoamérica, and El Diente. On the other hand, we led an incredible project; we were the communication agency of the Buenos Aires 2018 Youth Olympic Games.

If there’s one piece of advice you’d give to agencies looking to be recognized as best in class in their local markets, what would it be?

My recommendation would be that they have to be authentic, creative, and always in constant movement. This industry is very dynamic; you must always be one step ahead. Today, you can’t think of creativity without data and technology being part of the process.

When adding to your team, what do you look for in a potential hire?

We look to hire people who love being part of the storytelling process and people who feel that what they do is significant to their personal and professional life.

What’s next for the agency?

We want and we are convinced that we will do it: be the best comprehensive communication agency in the country, joining creativity, media, and tech under one roof.

"Today, you can’t think of creativity without data and technology being part of the process."

Havas Media Argentina capped off its 20th year by once again being named Best Media Agency at the 2018 Jerry Goldenberg Awards for Excellence in Communications—the agency’s third win in as many years.

Overall, it was the agency’s 9th win at the annual event that awards the most outstanding professionals and companies in the industry.

We spoke with Germán Abaroa, Havas Group Argentina’s SVP of Commercial and Operations, about the win, the changing media landscape, and the importance of getting culture right.

Congrats on the latest honor. How do you continue to stay on top?

Thank you! We are very proud of this recognition. Mainly because it was awarded by advertisers, media, and industry colleagues.  
 
We are always in constant movement and we are always looking forward to the next challenges. Also, we have the privilege of working with clients who are willing to try new ways and new tools. We strive to never lose our objective, which is improving and finding the best communication solution for any challenge that we have to overcome.  
 
And, of course, what sets us apart and led us to be the best agency is our team. A few months ago we moved to a new office and now all of us (Arena, DBi, Forward, Havas Media, Havas Sports & Entertainment, HOY by Havas) are working under the same roof and sharing a single P&L. Year after year, we are consolidating an interdisciplinary team that grows and gains autonomy.

2018 was the 20-year anniversary of the agency. How have advertising and the media landscape changed in Argentina in the past two decades?

Two decades ago, the leader was paid TV, which was presented as a complementary option to open TV and of a national scope. From then on, all innovation, progress, change in the media industry came from digital. In the last 10 years, technology has shaken us up, strongly, imposing new rules and languages that are in constant change. This means we have to look for more and more people with enormous potential for adaptation and lateral thinking.

Agency culture is a huge part of your success. How do you motivate the team to keep driving client business forward?

Absolutely, it is Havas culture; it’s a way of behavior that leads us to be the best. We motivate teams giving them tools, training, and flexibility to find the best communication solution, but focusing on enjoying the process. We believe in autonomy and we encourage them to try, we prefer to learn from a mistake rather than never test.

Where capacities overlap, that is where we see the best results and where a greater sense of belonging and team feeling is generated, which builds culture across the entire structure.

"We believe in autonomy and we encourage them to try, we prefer to learn from a mistake rather than never test."

How do you promote teamwork?

The team is the key to have the best product. We are working on consolidating interdisciplinary teams. This year we launched short-term, three-month projects where we brought together people from different areas with a shared objective. The results were very encouraging.

We also generate interaction spaces within our new building that facilitate this way of working. A physical space designed to encourage teamwork is very important and helps.

In the last year, what do you think has been the agency’s biggest accomplishment?

We had two great achievements this year. On one hand we managed to stand out with HOY by Havas. With the incorporation of Federico Plaza Montero and Nicolás Zarlenga as Creative General Directors, we took our creative credentials to another level. We had great performances at festivals, such as Cannes, El Ojo de Iberoamérica, and El Diente. On the other hand, we led an incredible project; we were the communication agency of the Buenos Aires 2018 Youth Olympic Games.

If there’s one piece of advice you’d give to agencies looking to be recognized as best in class in their local markets, what would it be?

My recommendation would be that they have to be authentic, creative, and always in constant movement. This industry is very dynamic; you must always be one step ahead. Today, you can’t think of creativity without data and technology being part of the process.

When adding to your team, what do you look for in a potential hire?

We look to hire people who love being part of the storytelling process and people who feel that what they do is significant to their personal and professional life.

What’s next for the agency?

We want and we are convinced that we will do it: be the best comprehensive communication agency in the country, joining creativity, media, and tech under one roof.

Sulaiman Beg is Havas' Director of Global Internal Communications. He has never eaten canned tuna fish.

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