Kontaktinformationen

200 Hudson Street
New York New York 10013
Vereinigte Staaten von Amerika
E-Mail:
Webseite:

Tracey Barber

Tracey Barber

Global Chief Transformation & Growth Officer, Havas Creative Network

Telefon: +44 (0)7950 181189


Informationen

Hauptkompetenzen: Werbung/Full Service/ Integriert

Gegründet in: 1835

Netzwerk:

Awards: 40

Kreative Projekte: 32

Hauptkompetenzen: Werbung/Full Service/ Integriert

Gegründet in: 1835

Netzwerk:

Awards: 40

Kreative Projekte: 32

Havas Creative Network

200 Hudson Street
New York New York 10013
Vereinigte Staaten von Amerika
E-Mail:
Webseite:
Tracey Barber

Tracey Barber

Global Chief Transformation & Growth Officer, Havas Creative Network

Telefon: +44 (0)7950 181189

Numbers Don't Lie: Daniel Cobb, Havas Atlanta

Havas Atlanta
Werbung/Full Service/ Integriert
Atlanta, Vereinigte Staaten von Amerika
See Profile
 

Daniel Cobb
Creative Director Havas Atlanta
 

We spoke with Havas Atlanta Creative Director, Daniel Cobb, about the rise of unconventional forms of media in advertising and the benefits of utilizing different platforms.

 

The rise of social media platforms has made them key to brand recognition. In what ways does your agency utilize social media to inform/engage your audience and how do you see that evolving?

We’re considered social experts here at Havas ATL because we lead with audience and platform insights first, rather than simply adopting social media as another channel for brands to say the same thing somewhere different. Instead of making social platforms work for the brand, we create brand ideas and executions that work for each specific platform. This not only allows but requires us to expand and diversify the way our clients and their brands think about and act on social. Because what works on TV doesn’t always work on Twitter, and what works on Twitter may not translate to TikTok.

As more social media platforms foray into advertising, agencies and clients will need to better focus their efforts, as lines of communication across social continue to become more fractionalized. Every social platform exists for a unique reason, and there are more now than ever. But that doesn’t mean every brand should be everywhere. Instead, they’ll need to decide where they can be most authentic, provocative, and impactful.

 

How has the pandemic affected the way consumers use social media and which platform is the most relevant to your agency?

Consumers have always used social media to drive accountability, and the pandemic has only increased that behavior. From social justice, climate change, and giving credit where it’s due to underrepresented creators, consumers are going to social to voice their opinions on the issues affecting humanity. With more time at home and all the information at our fingertips, the volume of conversation has increased. While this is true of all social media platforms, it’s most noticeable among younger consumers on platforms like TikTok and even Tumblr, which will only become more relevant for us moving forward.

 

To what degree does the innovative use of media by agencies and companies shape the way new media evolves? (eg: interactive campaigns)

I think it’s typically the other way around. While there are instances where advertising influences the evolution of new media, I can’t say that we can take much credit overall. That said, there are definitely occasions where agencies come to social platform partners with an innovative idea, which can serve as inspiration for new platform features that end up getting rolled out to the masses. While new media can do just fine all by itself, there are always opportunities to make those crazy ideas a reality. So, keep pushing.

 

How do you utilize data analytics to create more engaging campaigns?

Data analytics & social listening are key components to much of the successes we have on social, and we use the learnings to inform our foresight and provide clarity in hindsight. Analytics allow us to predict consumer behavior and identify core audience passions, as well as unpack key learnings from previous work to better optimize what we do in the future. Not to mention that numbers don’t lie, which is critical in defending the work and encouraging our clients to explore new territories.

 

What contemporary forms of new media are you planning on using to reach audiences?

Of course, everyone is talking about NFTs and the Metaverse, which is awesome, even if they are still nearly impossible to understand. In addition to the Metaverse, we’re also exploring how to best utilize new features on existing platforms, as well as testing platforms that are largely underutilized by brands, such as Discord and others.