Thomas Jorion, director de Estrategia e Innovación en Havas 18
Thomas Jorion, Strategy and Innovation director at Havas 18 joined the group to develop the first unit in Los Angeles. “More and more, we’re seeing technology and content come together in the same space. In fact, there’s a huge reallocation of cash in LA, with a lot of venture capitalists, tech companies, startups, and traditional media conglomerates.” Jorion said that most of the people think that working with startups and innovation is a game, but it’s important to structure the relationship and educate people on the underlying trends and why they should work with this specific startup. “This is a great challenge that takes a lot of time. For most companies, innovation is perceived as something on the side, as something you just add into your business. But it should be at the core of your engine.” According to him, Facebook, Amazon, and Google have most part of people’s interactions with media. “These companies have more knowledge than any other media company, and they’re structuring our daily lives and the place brands have in it. These major players are creating the language of today, shaping expectations and standards of advertisers and consumers. So as a brand, do you create your own language or do you adapt to the language of the third party platform?”In the face of too much fragmentation, Jorion believes that “the answer is developing your own language based on the best practices of those great players.”
