Insights into today’s media landscape

The majority of people in Germany say they would not care if 70% of the brands ceased to exist, as only 20% of brands have a notable impact on our quality of life. Are we really aware of this lack of brand attachment? What does it actually mean when people say the consumer landscape in Germany is influenced by a monetarist doctrine? And how does this affect the current marketing strategies of companies? Answers to these and many more questions are provided by the Havas Media Group, an agency that deals primarily with these matters.

An excursion to the Havas Media Group headquarters in Frankfurt/Main as part of our conceptual exploration lecture with Prof. Dr. Eckhard Marten provided us with an insight into media practices. Managing director Christina Gräf-Schlepütz, who has been with the Havas Media Group for 22 years, gave us an interesting and refreshing talk on the business, its service offerings and today’s media environment. The dynamic and rapidly growing agency offers its media and creative operations to clients, including Rittersport, Lacoste, Telefonica and Nintendo, in 26 countries and across 120 markets.

But what does a media agency, such as Havas, actually do?

The key role of this type of agency is to purchase optimised advertising space for its clients. What sounds fairly simple at first turns out to be a science in its own right under closer scrutiny. And Christina Gräf-Schlepütz was able to convey this exact message to us over the course of our tour. Working in a media agency is not about planning and buying targeted airtime from mornings to evenings – it is about dealing with brands and media, understanding the implications and getting the best results for your clients.

My fellow students and I found the agency’s entry programme particularly interesting. The Havas Media Group has a lot to offer young talent interested in this line of work. The agency gives up to 25 students the opportunity to get a taste for the media world in various areas of the business. Besides traditional training models, Havas also offers graduates the chance to complete a 30-month trainee programme, as university courses are not tailored specifically to the demands of the media industry. The trainees also have the chance to exploit the opportunities offered by the agency’s international presence and can spend six months working at its international locations, for example, in London, Dubai or New York. This is necessary as working on an international level demands a wider view of the world. Media structures differ slightly from country to country. This is just one of the challenges which the Havas Media Group has been tackling successfully for many years.

Author: Michaela Gerdum