MAM
Havas Media Group delivers meaningful media engagement through new MX methodology
MUMBAI: A desire to respond to complexity and a need to rise above the “how” of data and look at the “why” of human insight lie at the heart of Mx, which stands for Media Experience, a new global operating system from Havas Media Group. Built on a thorough understanding of the consumer and combining a new process with advanced tools, Mx capitalizes upon the most Meaningful Media to build more Meaningful Brands.
“The recent past shows media planning and buying as overly fixated on ‘platforms,’ ‘data,’ and ‘ad tech.’ These elements, while vital to success, must remain anchored in those truths that lie deep in the human language of consumers,” said Greg James, Global Chief Strategy Officer at Havas Media Group.
Thanks to a decade exploring Meaningful Brands, Havas Media knows that consumers grant brand loyalty only to those companies that relate to their motivations, behaviors, activities, and intent. Mx forges that connection because it focuses on media that matters most to consumers and lives at the crossroads of connection, context, and content.
“Brands today face enormous pressure to deliver growth. Mx allows us to drive effectiveness for our clients around the world by building meaningful connections creatively – and at scale,” said Peter Mears, Global CEO of Havas Media Group.
In practice, the Mx system creates great media experiences through a four-tiered approach with a series of phases that carry through from client brief to business impact:
1. INTELLIGENCE: Throughout the world, Havas Media deep dives into the cultural context, broad competitive set, a robust understanding of the right consumer, and each brand’s greatest assets to find the right consumer for growth. CONVERGED, Havas Media’s proprietary global identity–based audience planning platform, powers this effort.
2. Mx BRIEF: Havas Media employs this critical new tool, the cornerstone of the Mx process, to improve the clarity, consistency, and creativity of its output, working with brands to build a systematized brief, consistent across its global network.
3. Mx DEVELOPMENT: Havas Media then employs a new set of tools to make better-informed investment decisions by helping identify the right Meaningful Media partners. This new toolkit covers all major touchpoints and includes:
• The Meaningful Digital Matrix, which uses 20 data points across connection, context, and content to make our digital choices more meaningful and impactful.
• The Meaningful Rating Point, which factors in attention and loyalty, as well as audience size, to determine optimal television buys.
4. MEASUREMENT: Using CONVERGED, Havas Media generates best-in-class modeling and optimization, with an eye toward innovation to help clients meet their growth targets, as well as greater accuracy in establishing and measuring KPIs.
These four phases work across a single Mx system interface to ensure a seamless workflow. A final unique element of Mx worth noting is the unity between Havas Media Group and Havas Creative Group: the INTELLIGENCE phase is powered by the Meaningful Brand Idea, a shared methodology across creative and media campaigns that aligns within Havas Villages.
“We have had six years of practice in building successful Villages for integrated approaches to drive meaningful business change for our clients. Mx shines a light on the positive impact that human insights, paired with the appropriate tools, can have on brands,” comments Yannick Bolloré, Chairman & CEO of Havas Group and Chairman of Vivendi.
MAM
Indigo appoints Aloke Singh as Chief Strategy Officer
Air India Express MD joins to steer global growth and operational efficiency.
MUMBAI: Indigo just recruited its next big strategist from the rival camp because when you’re chasing the skies, sometimes the best way to fly higher is to borrow the pilot who already knows the route. InterGlobe Aviation, parent company of IndiGo, announced on 23 March 2026 that its board has approved the appointment of Aloke Singh as Chief Strategy Officer. Singh, who most recently served as managing director and CEO of Air India Express, will lead enterprise-wide strategic planning, operational efficiency initiatives and the airline’s aggressive push into international routes.
Reporting initially to managing director Rahul Bhatia and later to Indigo’s incoming CEO Singh brings over three decades of experience across strategy, operations and commercial functions in aviation. At Air India Express he drove network expansion and performance turnaround, earlier roles at Air India and Oman Air sharpened his focus on long-term planning.
“Aloke brings an exceptional blend of strategic vision and operational depth,” Bhatia said. “His experience will be critical as Indigo seeks to build a more agile, resilient and future-ready organisation.”
The appointment arrives at a pivotal moment. Indigo, India’s dominant domestic carrier, has faced intense scrutiny after operational disruptions in December 2025 thousands of cancelled and delayed flights due to crew scheduling misalignments with new pilot fatigue norms triggering fines, passenger chaos and regulatory heat. Former CEO Pieter Elbers resigned in March 2026 citing personal reasons, though his exit followed sustained pressure from those setbacks and rising costs.
Singh described joining Indigo as “a pivotal moment” for both the airline and Indian aviation, as the carrier accelerates beyond its domestic stronghold into a more competitive global arena.
In an industry where turbulence is measured in both altitude and headlines, Indigo isn’t just hiring a strategist, it’s recruiting a steady hand to navigate from domestic dominance to international takeoff, one calculated flight plan at a time.
