MAM
Something out of nothing: Rob Middleton
MUMBAI: Speaking at the PromaxBDA 2012 held in Mumbai on 23 and 24 May, Astro creative director Rob Middleton enthralled the audience with a stimulating presentation on the topic ‘Something out of nothing‘. The session focused on creating good quality engaging creative on tight budgets.
According to Middleton, “There are four pre-requisites to a good television promo. Content, communication, chop (the editing) and copyright. The biggest television taboo would be a lack of belief in self.” He firmly supports the belief that whatever a channel or brand does, if done properly, can be used a tool for mini-positioning. This helps create brand presence and map it in the consumer‘s psyche over a period of time.
What a brand‘s logo stands for, bear more importance than how it looks. A brand‘s manner of communication is as important as its ‘look‘ in the market space in order to leave an impression on the consumer‘s mind. In this case, the communication objective should be to leave an impression through effective expression.
In case the budgets do not permit the extravagance one would want, one may use techniques like type face and simple graphics to make interesting promos. The use of animation takes the production to a different level while maintaining the budget limits.
Music is another element that can be used to enhance a promo. Experts believe that nearly 80 per cent the audience‘s reaction on a promo is through its music. More than music, it is the sound that it used. A clever assortment of everyday sounds can make for a very good audio piece. The trick is to synchronies the audio with the video and the context of the communication. A seamless integration of the four elements makes for a good promo.
Humour always sells, he added. Infusing humour in the promos not only makes for a good viewing, but also helps brand recall. It is common knowledge that commercial with a humourous twist are faster in catching the audiences‘ fancy and may even be the topic for discussion. All this contributes to establishing a brand in the consumer‘s life.
Lastly, he said that investing in technology makes sense as it helps reduce cost in the long run. With technology emerging as an ally, the avenues of creativity are ever increasing.
AD Agencies
Havas hits 2025 targets, posts 3.1 per cent organic growth
Net revenue rises to €2.78 bn as AI push and acquisitions lift performance
PUTEAUX, FRANCE: Havas delivered a solid set of full-year results for 2025, beating its own guidance as steady organic growth, tighter cost control and an aggressive push into artificial intelligence lifted margins and cash flow.
The advertising and communications group reported organic net revenue growth of 3.1 per cent for the year, slightly ahead of its guided range of 2.5 to 3.0 per cent. Net revenue rose to €2.78 billion, while adjusted Ebit climbed to €358 million, translating into a margin of 12.9 per cent, up 50 basis points from last year.
Net income increased 11.1 per cent to €210 million, with group share of net income rising 9.2 per cent to €189 million. Operating cash flow after working capital jumped 53 per cent to €360 million, reflecting improved collections and disciplined spending.
The fourth quarter capped the year on a strong note, with organic growth of 3.7 per cent, driven by momentum across Europe and North America. For the full year, North America led with organic growth of 4.9 per cent, while Europe posted 2.0 per cent growth. Latin America returned to growth, and APAC and Africa were supported by India.
Chairman and CEO Yannick Bolloré, said 2025 marked a “transformative year” for Havas, its first full year as a listed company. He credited the rollout of the group’s Converged.AI operating system and a client-centric model for delivering on guidance in a highly competitive market.
Havas continued its acquisition spree, buying majority stakes in 11 agencies during the year across Europe, Australia and New Zealand, strengthening its media, creative, health and data capabilities. The group also struck strategic partnerships with AI players Vurvey Labs and Akkio to deepen its agentic AI capabilities.
Looking ahead, Havas guided for organic growth of 2.0 to 3.0 per cent in 2026 and an adjusted Ebit margin of between 13.2 and 13.5 per cent. The group plans to maintain a dividend payout ratio of around 40 per cent and pursue five to ten bolt-on acquisitions during the year.
Havas also confirmed its medium-term ambition of lifting margins to between 14 and 15 per cent by 2028, underlining confidence in its AI-led strategy and diversified geographic footprint.
