David Castiglioni, CEO Arena
Havas Media Group made the first Digital Day for top management executives, with the aim of educating directors in the digital world, their different varieties and to understand the ecosystem.Considering that the online is a complex ecosystem, it is needed knowledge not only about the buying of traditional media but also about more changing aspects, such as the measurement of results, the generation of content and platforms and the optimization in real time. In this way, HMG continues working on innovative projects which look for going in the future and betting for joint works. Mariano Filarent, HMGs Digital Area head, presented the evolution of the digital structure in relation to the emergence of new disciplines; Martin Carniglia, Performance and Data & Analytics director, talked about the need of measuring and understanding the consumers behavior to make a more effective investment; on his behalf, Leandro Antonelli, Digital Strategies director, commented on the change of paradigm in digital communication that the programmatic buying has, among other projects.”The change in the media is going fast at a greater rhythm than imagined. Our responsibility is to accompany our clients as a transformer agent of their own communication. These changes are so deep that it is necessary for those who lead them, to understand them. That is why we are training our clients top management. The reaction has been very gratifying, confirming we are in the right way,” David Castiglioni, Arenas CEO, commented.
