#dangregory

[havaspeopleblog]

Eleven nominations at the CIPD awards

We're really excited to have a cracking total of 11 (yes, count them) nominations at this year's CIPD RMAS Awards. 

It's great to see the hard work of the agency and our trusted clients gaining the recognition they deserve for the last years efforts. Win or not, with nominations ranging from Internal Communications, Campaign, Outdoor, Effectiveness and Digital through to Agency of the Year, it's a brilliant achievement and well worthy of a big celebration and a fuzzy head on the 17th July 2014.

Fingers crossed. 

Written by Dan Gregory, Creative Director

[havaspeopleblog]

Oculus Rift – The Big Dipper at the AGR Trade Show

Here at Havas People we like to do more than just communicate. We like to create great experiences for people, whether it’s a bit of street magic (Deloitte Summer Campaign – Now you see them, Now you don’t) to attract graduates or a live experience to raise an organisations profile (Can you make Donny smile?).

And for me, it’s hugely exciting when something new comes along, something playful and useful, something with monumental potential, dare I say it, something that’s cool. Clearly Mr.Zuckerburg agrees.

That something that everyone is talking about right now, is @oculus_rift. Ok, so Virtual Reality isn’t new but it’s light years away from the Lawnmower Man era of the 80′s. The fractals and blocks have been ditched and it’s now a fully immersive and real experience enabling you to do pretty much anything you can imagine. We teamed up with our friends at @rewindfx to take it to market at the AGR conference, London’s Connaught rooms. We gave visitors something that had them swaying, swearing, screaming, sharing and immersing themselves in an visual and audio virtual Roller coaster experience. It went down a storm.

Have a look at our video to see the reactions, you may even spot a few faces you recognise.

Written by Dan Gregory, Creative Director

[havaspeopleblog]

Analysing and using big data at Havas

Today I spent some time with Ward Thomas, Director of Analytics at Havas Discovery. We have been working with him on projects relating to predictive models and audience segmentation; for example, he helped us produce our Wavelength report which segmented the youth market into six defined categories in terms of their attitudes towards work and higher education.

The conversation was all about big data: survey inference modelling, predictive interfaces, statistical analysis of characteristics that differentiate groups of interest, multivariate statistical algorithms and proprietary lifetime value modelling.  In essence it is the kind of work that enables us to identify groups of individuals most likely to meet the marketing brief and engage with them using effective communications.

Estimates suggest that by 2020 there will be 300 times more information in the world than there was in 2005, a lot of this relates to the individual. The ability to manipulate this data is liable to be a ‘game changer’ for organisations as they market their products and services, but also in the context of recruitment marketing.

Ward shared a great case study for a Cruising company Carnival that highlights this potential. This project was designed to drive repeat business via modelling and segmentation, and involved the utilization of data from 200 million households which was appended with 300+ potential predictors of net booking. It is all about driving continuous improvement through closed-loop data architecture:

In terms of recruitment data, analysis can be used to segment and personalize marketing and potentially predict who will respond to marketing and even how long people will stay in your organisation. Its key use will be in the development of Candidate Value Propositions (CVP).

In many ways the CVP represents the ultimate end goal for recruiters: an analysis of an individuals career desires and ambitions articulated as a personalised career message.

By articulating the outputs of big data we can move towards the personalization of messaging, if we combine this with CRM tools and careers web sites with personalized functionality, we can give candidates a recruitment experience that will make it far more likely they will change jobs.

Written by Dan Gregory, Creative Director