During a phone conversation with MM+M and the three other leaders of Havas Life New York and Chicago, a sudden realization dawns on Havas Health & You group president Denise Henry: “All the people on the line right now, and a large majority of our executive leadership team, started during COVID,” she says. But the firm’s pandemic-
era evolution extended well beyond that, she adds: Havas Life also revisited its values statement and devised new positioning for both the NY and Chicago outposts.

“Whenever there was change, no matter how awful the change sometimes was, we were able to harness it and come together to support each other,” Henry continues. “There’s a lot we’ve been able to reimagine together.”

The pandemic years were kind to Havas Life’s bottom line. The company’s revenue spiked 40% in 2022, to an MM+M-estimated $70 million from an estimated $50 million in 2021. Growth came in the form of high-profile assignments from existing clients (Pfizer’s Comirnaty vaccine and Paxlovid antiviral) and expansive engagements with others (Sanofi, AbbVie, Galderma and Zoetis).

“We’ve been able to point our clients toward really forward-looking ideas,” notes chief creative officer and chief experience officer Chris Palmer. “It’s not just what their brands stand for, but also who their brands stand with.”

Along the way, Havas Life saw head count surge from 307 people at the start of 2022 to 368 people at its conclusion. It added veteran talent in a handful of key roles, including president, Havas Life New York Paul Pfleiderer; EVP, head of strategic planning Emily Viola; SVP, brand planner Sanj Pramanick; and SVP, group creative director Dominic Orologio.

All of this is to say: If Havas Life isn’t already the biggest firm in the Havas Health & You stable, it will be before too long. According to Palmer, the company’s growth has opened the door to a higher grade of opportunities, on both the client and talent-recruitment fronts.

“When you’re growing as precipitously as we are, it gives you more chances to stretch your wings,” he notes.

It also allows Havas Life to push clients to innovate, especially around content integration (often in partnership with Havas parent Vivendi’s entertainment properties) and CX.

“We’re anticipating where things are going rather than reacting to what just happened,” Pfleiderer explains. “We’re not doing AI for the sake of doing AI. We’re taking our time to figure out how to harness it correctly for the benefit of our brands.”

Dave Reidy, managing director/chief creative officer, Havas Life Chicago, agrees: “When you have momentum, that’s the best time to look for ways to reinvent. We have the liberty to think differently.”

That thinking extends to its own practices as well. Henry reports that 80% of Havas Life’s people have signed on to its mentorship program, while internal leaders and outside experts alike have already committed to participating as instructors for Havas Life University, set to debut later this year.

Expect more growth, though likely not on the magnitude of 2022’s gains. “We’re going to be impossible to ignore,” Pfleiderer promises.

. . .

Our marketing role model…

We have always had great admiration for Fernando Machado, most notably during his tenure at Restaurant Brands International, the parent of Burger King, Popeyes and Tim Hortons. His most inspiring work came during the pandemic, a time when brands were struggling to find an authentic voice. By leveraging both a cultural moment and deep consumer insights, Fernando and his team created a series of authentic brand engagements ranging from the QR Whopper to DIY-at-home Whopper recipes. We’re excited to see what’s in store as Fernando steps into his role at NotCo. — Pfleiderer

Click here to see Havas Life New York and Chicago’s Agency 100 2022 Profile.

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From the June 01, 2023 Issue of MM+M - Medical Marketing and Media