School Report 2013: Havas EHS

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Tesco
Tesco

Score: 4  Last year: 7

It seems fair to say that Havas EHS, which was rebranded from EHS 4D as part of a broader Havas initiative, has seen better years than 2012.

Its new-business record going into last year was strong – in 2011, it won 17 new accounts. However, of these, the agency has since parted company with De Vere Hotels, LighterLife and Regus.

In its submission to Campaign, Havas EHS mentions just one loss – Barclays – but it lists only 28 clients, compared with 43 retained accounts in 2011. Clients including Hastings Direct and TUI Travel are among those that appear to have fallen by the wayside.

More publicly, Havas EHS lost the Barclays account after two years when the bank decided to consolidate its £11 million direct marketing business into Rapp after a competitive pitch.

On the plus side, Havas EHS managed to pick up seven new pieces of business from clients including Dairy Crest’s Milk & More, Pottermore and AEG Europe. The agency’s biggest win in 2012 was the Pets at Home CRM programme, which it picked up after a pitch.

It also extended its relationship with Diageo by landing work for Baileys, elevating Diageo to become one of its biggest clients, behind Tesco and Volvo.

Creative work from the agency was notably absent from the major awards events. Instead, it focused on data with the launch of its data-centric programme, FULCRM, to deliver experience in real time.

While data is essential to any direct marketing agency, Havas EHS should look to boost its rounded offer if it is to have a more stable time with its clients than it did in 2012.

Havas EHS
Type of agency CRM
Company ownership Havas
Key personnel Tash Whitmey chief executive
Matt Fanshawe chief operating officer
David Williams managing director
Olivier Janus managing director, Havas EHS Discovery
Declared income £21.3m (2011)
Total accounts at year end 28
Accounts won 11 (biggest: Pets at Home)
Accounts lost 1 (Barclays)
Number of staff 246 (no change)

Score key: 9 Outstanding 8 Excellent 7 Good 6 Satisfactory 5 Adequate 4 Below average 3 Poor 2 A year to forget 1 Survival in question

How Havas EHS rates itself: 8

"2012 saw the evolution of our data-centric approach with the launch of FulCRM. It is already delivering returns for our existing client base and is also attracting new accounts, such as Unilever’s global consumer data strategy and Pets at Home’s loyalty programme. FulCRM pulls together strands of customer data and uses it to deliver seamless, dynamic experiences in real-time. It’s the experience about which the brand pivots, making it human, gratifying, and useful."

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