Universally reviled and/or worshipped boy-band One Direction will be launching their new fragrances through the Havas Media social unit; Socialyse powered by Cake, which offers a complete social service to clients, combining the earned and paid social teams from existing HMG UK companies, Cake and Socialyse, along with content creation and distribution expertise. It's a new kind of unit for a new kind of client, with the heart of the team built around a 24-hour “Social Newsroom,” which offers real-time stories and content for brands. The “Best Song Ever” singers will be the launch clients for the unit, which has already scooped up business from Honda, Weetabix, AXA and Nest, http://www.havasmedia.co.ukand recently won HMG UK client O2.
One Direction will be launching their new fragrances through the Havas media social unit; Socialyse powered by Cake
The “Social Newsroom” is named as such because that's exactly how it's expected to function, with the 24-hour nature reactive and proactive service meaning that brands will be able to react instantly to a certain trend, issue or news story with new content. The new unit will also work on planned and anticipated content, putting their clients at the heart of developing stories and using data and analysis to optimise and amplify results.
The new unit has already scooped up business from Honda, Weetabix, AXA and Nest, and recently won HMG UK client O2
The unit is led by head of earned media for Havas Media Group UK, Jessica Rowntree, with support from Socialyse UK head John Cole. There will be 35 media experts working for the team initially, with an eclectic range of social strategists, planners, creatives, content producers, copywriters, distribution specialists, traders and analysts, and will be based out of the firm’s St Martin’s Lane office. Rowntree said that the unit is just one more way that HMG is simplifying its structure “In order to deliver better, more integrated services to clients, using the skills and expertise” they have in the business. She adds that “Cake has been running highly successful social newsrooms for clients for a while now, but aligning it with the paid distribution power of Socialyse will get more reach for, and more engagement with, clients’ content.”
The unit is led by head of earned media for Havas Media Group UK, Jessica Rowntree, with support from Socialyse UK head John Cole
Pedro Avery from HMG UK, adds that “Socialyse powered by Cake marries the magic of Cake’s creativity with the metrics of HMG's distribution and paid media capabilities.” He feels that “It’s the fulfilment of the #havastogether vision; to be the most integrated and innovative group.” Indeed, alongside their Havas Village structure, it would seem Havas are one of the companies in ad land making the biggest efforts in terms of changing the way they operate to adapt to the changing media landscape. Havas isn't the only company to have a newsroom style approach though, Engine Group has a similar operation, though not quite as ambitious. Plus, Havas have One Direction, and regardless of what you think of them, they are a BIG name indeed to have in your corner.
