Tag Archives: CULTURE

One World?

Maximising global efficiencies, by David Hunt

I’m incredibly fortunate to travel the world doing a job that I love. Five years ago it was the likes of Barcelona, Geneva & Milan, as I covered Europe. Today it is both the Northern & Southern Hemispheres, East & West. Typically we deliver academies & build expertise in social media, closed-loop marketing & integrated communications. My first day back to work in 2014 was in Osaka, being simultaneously translated as we discussed transforming field force interactions. (It is a really quite mind-boggling scenario when you stop to think.)

Beyond seeing the sights & sampling the local cuisine the different cultures, inside & outside the office, are fascinating. The insight it provides to shape global campaigns is invaluable.

The pharma industry is obsessed, rightly so, by closed-loop marketing. We believe in the value of personalised stories. At the same time we chase an increasingly global approach to communications. It’s a striking contradiction in policies. It represents an awkward balance of broad & narrow brush. It is also one I agree with, largely. But, I do think it lacks a subtlety. Are we one global community, a single market, the same the world over? Because on the surface, driven by geography, politics, religion we appear incredibly different. A campaign conceived in the US will not work in China. A Japanese campaign would be dismissed in Europe. South America emerged as the victors from Cannes Health Lions, but their ideas would be lost on some.

We certainly don’t need local campaigns and the necessary investment would be foolish. Cultural campaigns, however, would be an interesting concept, aligned through a consistent scientific story, that marries clinical data & patient benefits. Representing efficiencies & relevance, the solution would allow local markets to provide context, relevance & individual customer experiences.

I’ve learnt a huge amount on my travels, the most significant being humility & respect.

map

Addressing the needs of pharmaceutical marketing and embracing 2014

2014, what are the strategic priorities for HAVAS LYNX? By David Hunt

Embracing 2014 and building on our strengths

Embracing 2014 and building on our strengths

Agency life is exciting, fluid & often unpredictable. I believe that the success of an agency depends on the team & the culture, and the ability they afford an agency to respond to change. However, whilst responding to the market, competitive landscape & technology is essential, so too is a bold strategy. As we embark on 2014, what are the strategic priorities for HAVAS LYNX?

People make an agency. Their talent, expertise & commitment deliver great campaigns, great innovation & great service. In 2014 we are launching the LX Academy to develop expertise & knowledge.

And it’s not just our people that shape our fortunes, the impact of good & bad clients is immeasurable. A good client values your opinion & respects your service. A bad client jeopardises your product, profitability & most importantly your people. In 2014 we will be as selective as our clients.

HAVAS LYNX Medical was launched in 2013. 2014 will be their year. Combining scientific expertise, digital innovation & ethics, they will provide unsurpassed medical education & scientific exchange. Led by Dr Nick Broughton, they will deliver significant ROI through smart, integrated campaigns that are defined by customers & not tradition.

The fantastic teams in LYNX London, LYNX Local & HAVAS HEALTH Software will continue to prosper & build on robust foundations. They are each unique & entirely designed around the needs of pharmaceutical marketing. LYNX London are shaping global strategies for Novartis, Janssen & Roche. In their fourth year, LYNX Local continue to ensure global campaigns have a local impact. And HAVAS HEALTH Software are a technology start-up that is redefining healthcare communications.

Founded in 1986 as Creative Lynx, HAVAS LYNX were driven by ideas & strategy. In the early noughties we embraced & defined digital in healthcare, but we never forgot our roots. As we move forward many of our clients partner with us for their strategy, ideas & innovations. Our ambition for 2014 is to continue this trend, delivering best-in-class campaigns that are defined by customer needs & not technology.