Benett: El mercadeo programático es mucho más que medios
Havas Group is offering its staff a new certification program, 100% programmatic, run through the Havas University platform. Currently 25% of the 20,000 the group’s employees has taken the course. “Programmatic is the new reality, and whatever our role is, we must understand audiences, addressable content and personalized messages” said Alfonso Rodes Vila, Deputy CEO at Havas Group, Chairman at Havas Group, Spain, and CEO at Havas Media Group. After taking the certification, 96% said they feel more confident when discussing programmatic, and 97% found the course had greater value than what they might have found online. The eight and 10 hours’ courses include content related to text, video, interviews, quizzes and forums, and has three levels: Fundamentals, teaching programmatic language and concepts; Advanced, featuring day-to-day applications, with adapted modules depending on employee’s position, and Elite, focused on strategic vision, and programmatic leadership skills. For Andrew Benett, Global CEO at Havas Worldwide and Havas Creative Group, programmatic reflects a total change in our industry and has vast implications for creativity as well. “We have always used audience data and personalized messaging to drive creative solutions, and now we can do that through automation to achieve scale.”
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