{"id":4181,"date":"2022-05-17T14:00:03","date_gmt":"2022-05-17T18:00:03","guid":{"rendered":"https:\/\/havaspublidom.com\/?p=4181"},"modified":"2022-06-08T14:58:24","modified_gmt":"2022-06-08T18:58:24","slug":"meaningful-visite","status":"publish","type":"post","link":"https:\/\/havaspublidom.com\/blog\/actualite\/meaningful-visite\/","title":{"rendered":"Meaningful Visite"},"content":{"rendered":"

Les 4 et 5 avril, Havas Publidom<\/a> a re\u00e7u la visite de Christian de la Villehuchet. En plus de ses fonctions de \u00ab\u00a0Global Chief Integration Officer<\/em>\u00a0\u00bb au sein du Groupe Havas, Christian est \u00e9galement Directeur du \u201c<\/span>Global Creative Council<\/span><\/i>\u201d qui, chez Havas, regroupe 10 directeurs de cr\u00e9ation du monde entier avec un seul objectif : propulser le Groupe vers de nouveaux sommets cr\u00e9atifs.\u00a0<\/span><\/p>\n

Une visite riche en enseignements<\/h2>\n

Christian a bien voulu, le temps d\u2019une visite chez nous, se transformer en un v\u00e9ritable formateur pour les \u00e9quipes : process, m\u00e9thodologies de r\u00e9flexion, jugement cr\u00e9atif et \u00e9tudes consommateurs, Christian est venu avec des id\u00e9es plein ses valises.\u00a0<\/span><\/p>\n

Meaningful Brands – L\u2019\u00e9tude internationale des marques et de leur avenir<\/h2>\n

Le point d\u2019orgue de cette visite \u00e9tait la pr\u00e9sentation par Christian de l\u2019\u00e9tude \u201cMeaningful Brands\u201d.
\n<\/span>Depuis plus de 12 ans, Havas Worldwide observe plus de 20 000 marques, \u00e0 travers une \u00e9tude men\u00e9e sur 395 000 personnes, dans 30 pays diff\u00e9rents. Une mine d\u2019informations qui permet de comprendre le rapport changeant des consommateurs aux marques qui les entourent.\u00a0<\/span><\/p>\n

Un constat alarmant \u2026<\/h2>\n

Pour les consommateurs 75% des marques \u00e9tudi\u00e9es pourraient dispara\u00eetre dans l\u2019indiff\u00e9rence g\u00e9n\u00e9rale. Une d\u00e9saffection progressive des consommateurs vis-\u00e0-vis des marques : au lancement de l\u2019\u00e9tude en 2010, ce chiffre d\u00e9passait \u00e0 peine 60%.<\/span><\/p>\n

Quelques chiffres clefs de l\u2019\u00e9tude France :<\/span><\/p>\n

    \n
  • 54% des marques sont consid\u00e9r\u00e9es comme non dignes de confiance.\u00a0<\/span><\/li>\n
  • 75 % des consommateurs en ont assez des marques qui pr\u00e9tendent agir pour le bien de la soci\u00e9t\u00e9.<\/span><\/li>\n
  • 75% du panel interrog\u00e9 pense que les entreprises et les marques ne sont pas transparentes quant \u00e0 leurs engagements et \u00e0 leurs promesses.\u00a0<\/span><\/li>\n<\/ul>\n

    \u2026 Mais des raisons d\u2019esp\u00e9rer<\/h2>\n

    Les marques \u00e9pargn\u00e9es par cette d\u00e9saffection se distinguent par leurs capacit\u00e9s \u00e0 apporter de v\u00e9ritables b\u00e9n\u00e9fices tant individuels que collectifs. On peut les regrouper en trois piliers :\u00a0<\/span><\/p>\n

      \n
    • Les b\u00e9n\u00e9fices fonctionnels : \u201cUne marque utile dans son usage, un produit qui permet v\u00e9ritablement d\u2019am\u00e9liorer ma vie\u201d\u00a0<\/span><\/li>\n
    • Les b\u00e9n\u00e9fices \u00e9motionnels : \u201cUne marque qui me permet de me sentir mieux : qui me rassure, me fait me sentir plus libre, plus fort, etc\u201d\u00a0<\/span><\/li>\n
    • Les b\u00e9n\u00e9fices collectifs : \u201cUne marque qui m\u00e8ne concr\u00e8tement des combats pour le bien collectif, pour le bien de la plan\u00e8te, pour l\u2019inclusion, pour l\u2019insertion, pour le d\u00e9veloppement de l\u2019emploi, les droits humains, etc\u201d\u00a0<\/span><\/li>\n<\/ul>\n

      \u00c0 l\u2019heure o\u00f9 les marques vivent des temps incertains, voici donc des axes de r\u00e9flexion inspirants dont les Villages Havas Antilles ne manqueront pas de se nourrir dans l\u2019accompagnement de leurs clients.\u00a0\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

      Les 4 et 5 avril, Havas Publidom a re\u00e7u la visite de Christian de la Villehuchet. En plus de ses fonctions de \u00ab\u00a0Global Chief Integration Officer\u00a0\u00bb au sein du Groupe Havas, Christian est \u00e9galement Directeur du \u201cGlobal Creative Council\u201d qui, […]<\/p>\n","protected":false},"author":12,"featured_media":4208,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_mi_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[3],"tags":[],"yoast_head":"\nMeaningful Visite | Havas Publidom<\/title>\n<meta name=\"description\" content=\"\u00c0 l\u2019heure o\u00f9 les marques vivent des temps incertains, voici donc des axes de r\u00e9flexion inspirants dont les Villages Havas Antilles ne manqueront pas de se nourrir dans l\u2019accompagnement de leurs clients.\u00a0\u00a0\" \/>\n<meta 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