Mumbai: Havas has announced the launch of the Conran Design Group network. This is a new global offering dedicated to brand and design, based on the expertise and talent at Conran Design Group, and W, Havas’ creative branding agency in France, which will be renamed W Conran Design.
With studios in London, Paris, Mumbai and New York, the network’s team of 250 strategists and creatives will use their expertise in brand strategy, brand design, experience design and communications and engagement to inspire progress for clients and empower brands to make a meaningful impact.
At a media briefing it was revealed that the network will look at a combination of organic and inorganic growth. It will look to make acquisitions in the US and India. The aim will be to add skills. It is also examining the Middle East in terms of setting up a studio. It is also looking at other markets cross referencing to Havas Group’s strengths where there is an opportunity in the brand and design area. It will look at markets that are receptive to the network’s offer and capabilities. But the aim is not to put pins on a map. There is no need for 75 offices across the globe. That is not the strategy. The strategy is to have centers of excellence.
In India the Conran Design Group had launched during COVID in 2021. While life was unusual and no-one met in person it said that it was able to attract world class people and rope within a short period of time clients like Zydus, Nestle, Coca Cola, Tata and Reliance. Globally Paris 2024 which is the Olympics is an important client.
The network launch also marks the release of Conran Design Group’s new proprietary study, Citizen Brands, an evidence-based brand and design framework that identifies which brands are achieving balanced growth.
The study finds that the top 20 ‘citizen brands’ – those able to meet the needs of both individual and society – earned £8bn more in revenues on average yearly than their lowest-performing counterparts. They also achieved equity price increases that are on average five times higher than those of the lowest performers.
“Conran Design Group is uniquely equipped to lead this new network with more than 60 years of experience in strategic brand and design, a holistic approach, and the benefit of global scale with a local touch. W is the natural partner to support the success of this initiative in France with its 25-year track record of helping companies transform to remain at the heart of the conversation and make a positive contribution to society,” commented Yannick Bolloré, Chairman and CEO, Havas.
“We’ve entered the era of expectation inflation – and brands are under huge pressure to deliver growth and good. This will only intensify amid ongoing uncertainty and heighted economic and environmental pressures. Brand leaders will be expected to take an even more active role in how their brands meet and balance these pressures. Our study shows that all companies across all sectors need to find a way to achieve balanced growth, critical in an increasingly unbalanced world. But rather than prioritising growth alone – growth at any cost – the focus should be on progress, progress that’s both balanced and sustainable. Our new global network, supported and informed by the Citizen Brands framework, will help brands achieve that” said Thom Newton, Global CEO, Conran Design Group
He explained that for the group India is very important as it is a growth market. The business in India is thriving and growing. That is strategically significant for Havas. For Conran while everything was done virtually at launch in 2021 it has gone from strength to strength. “From the very early days we saw the strength the strength and potential of this region and the appetite of this region. It is entrepreneurial, dynamic.” He noted that the country has a startup culture. So for the network it is a fantastic opportunity. “India will become one of our central global hubs”.
He added that the challenge is that in many markets businesses tend to be activational and think about the short term. They just move to activational tactics. What the network believes is that it is a business influencer and the Citizen Brands study will help businesses understand why investments in branded design are so important.to create long term success. The effectiveness of its business is long-term. It is about clarity or purpose, position and also longevity. He stressed the importance companies investing in brand design to build a long term vision and audience.
The Role Of AI: While AI use is growing the agency is clear that it has to result in better stuff being created not more and more stuff. AI can easily be done to flood the market but that will not work. It has to be used to improve the audience’s journey. It cannot replace human creativity right now but it can make processes more efficient. AI should enhance the quality of the design experience. It does help accelerate processes but human centricity does lie at the heart of all technologies. The human has to be placed at the center and one has to see what technology can do to help with things like proto typing for clients, experimenting. This is very important for creativity.
But placing human centric philosophies and ideas at the heart of the work done is key for the network. Jumping to apply technology faster, faster isn’t necessarily the way to go. Thoughtful design is important and technology should be a collaborator to inspire human creativity. The agency is trying and testing things when it comes to AI. AI is a catalyst and energiser but it should be a creative collaborator. He did acknowledged that some brands using chat GPT, Gen AI to create things like billboards is a challenge. There are things that people will lean on AI for. But his agency’s USP is the quality of the design experience and one can tell the difference. His company uses AI to accelerate processes and standardise some processes. But AI cannot replace human imagination.
He noted that India has some similarities with other markets. There are large well established businesses that appreciate that they have to innovate to grow and survive as post COVID the rules of business have changed. There is a very entrepreneurial spirit and real energy here. “That kind of drive, energy, restlessness creates a very dynamic business environment for brands and a young demographic creates opportunities for us.” The aim is to look at how the network as it grows in the country can support different kinds of organisations. Beyond Tatas, Reliance the network is looking at how it can help young Indian brands become global brands.
“We are delighted and proud that W, which has just celebrated its 25th anniversary, will be leading Havas’ new brand and design network in France and rebranding as W Conran Design. The international reach this network provides will amplify the agency’s strategic and creative influence for our clients and expand opportunities for our teams. It is a testament to the central place of design in brand strategies at a time when progress depends on balancing meaning and business,” added Denis Gancel, President and Co-Founder, W Conran Design and Gilles Deleris, Creative Director and Co-founder, W Conran Design.
