Cultivating Meaning

Mobsta is a proud supporter of LBB. As part of its sponsorship of the ‘Brand Insight’ and 'Media' channels, we’re exploring audience and media trends, discovering what brands and media experts think makes audiences tick in 2023 and beyond.

Tony Mattson’s 23-year career in strategic planning has provided him with unique insight into the industry. Since he first began work for Upward Brown Media in 2000, he’s ensured success for clients ranging from Hyundai to AXA and has witnessed firsthand the advertising industry’s transformation in the digital age. Now, a veteran of the business, the current group head of strategy at Havas Media Network took time to reflect on his career as well as the ways that his work and strategic planning broadly have evolved. 

Much of what he has to say is refreshing. Tony doesn’t get bogged down in overly-theorised language or jump through hoops to make a point. He views things simply. If you want to do well, be helpful, be curious. Fake out of home is bad because it’s fake. Data should inform strategy by uncovering needs, not just tracking behaviour. And perhaps, for Tony, most importantly of all - businesses need to be empathetic and take responsibility for people’s quality of life. Here’s what else he had to say:

LBB> Tony, tell us a bit about yourself and how you arrived where you are today.

Tony> I almost didn’t make it into the industry after a disastrous interview to be a TV buyer at Carat 23 years ago. Fortunately, Jeff Upward and Tony Brown gave me a break as an international planner and buyer at Upward Brown Media. It was a great place to start my career, and I learned a lot quickly. Ever since, I’ve been on a journey towards my current role, sometimes sideways, sometimes engineered, but always moving towards running a team of strategists. We are a team in the business of change.

LBB> Given your role at Havas, how have you seen audience behaviours evolve over the past few years leading up to 2023?

Tony> Earlier this year, I read a book called Citizens by Jon Alexander. His thesis is that we are about to enter a new paradigm, a citizen shift. The era of the citizen will be defined by interdependence, participation, inclusion, respect, and community.

I find this fascinating because it suggests a fundamentally different way of thinking about people, breaking the mould of the perennial “consumer” moniker so prevalent in marketing and, consequently, a fundamentally different way of thinking about the role of communications. We see this thesis playing out in the real world.

Our own State of the Nation research shows that the number of UK adults supporting charities was up +11% year-on-year to Q2 2023, those making more ethical buying decisions was up +29%, and those getting involved in local community issues was up +13%.

LBB> What are some key findings or insights that Havas Media has unearthed about audience behaviours in the UK and Europe?

Tony> ‘Permacrisis’ was Collins’ Word of the Year 2022. Crises are affecting businesses and people alike.

The cost-of-living crisis is affecting the attitudes and behaviours of shoppers: consumer confidence remains low; 48% of adults are concerned about their long-term financial situation (Havas); and 65% of UK adults anticipate they will make spending cutbacks at Christmas (IPA). Meanwhile, retailers are facing challenges of their own: economic instability, rising interest rates, spiralling energy bills, shortages in labour, skills, and raw materials, supply chain challenges, and more. It’s unsurprising that businesses are becoming more and more short-term in their scope as a result.

But businesses also need to be empathetic and take responsibility for people’s quality of life. People are feeling the economic and cost-of-living crises most acutely, but concerns about well-being are rising, and the climate crisis is now being felt personally, with eco-anxiety becoming a major concern.

LBB> How does Havas utilise data in crafting media strategies tailored to specific audience segments?

Tony> At Havas, we help brands mean more. We are built on a belief that people make the difference, and we give brands an edge by bringing them closer to people. Consequently, we take a human approach to data. We have built a dataset powered by the behaviour of people, not a collection of IDs. Data informs strategy by uncovering people’s needs, not chasing in-market audiences. Data informs planning by creating meaningful connections, not merely chasing reach. Data informs activation based on human behaviours, not cookies. Data informs measurement by unlocking brand and business growth for the future.

LBB> Mobsta has an emphasis on “being more human” and connecting brands with agencies. How does Havas ensure a more human-centric approach in its media planning and strategies?

Tony> All Havas agencies and employees are bound by a shared goal: to make change happen. We express this through a common mission: to make a meaningful difference to the brands, the businesses, and the lives of the people we work with.

What does it mean to be meaningful? It’s about how people connect with brands. Our proprietary Meaningful Brands study allows us to quantify and qualify these connections. The study forms the diagnostic base for our thinking.

We believe that cultivating meaning is more relevant and important than ever in the current ‘permacrisis.’ From a business and brand perspective, meaning pays off. But so, too, from a human perspective because it encourages us to be empathetic to people’s needs.

LBB> With rapid changes occurring daily, what challenges do media strategists like yourself face? How do you overcome them?

Tony> This truth is symptomatic not just of the current context but also of complex systems in general. We all operate in such systems. It reminds us that we must balance the deliberate with the emergent when thinking about strategy. In an agency setting, it reminds me just how important it is to stay close to diverse teams who will all bring fresh perspectives on developments now and in the future.

LBB> What is a trend you’re tired of hearing about? Why?

Tony> Fake OOH ads because they are fake.

LBB> What advice or guidance would you offer to up-and-coming media planners and strategists looking to make a mark on this evolving industry?

Tony> Be helpful. Be curious. Be kind. Be a sponge. Be open to learning. Be bold. And go for it. You only live once. That might sound trite, but it’s very true. So, make the most of your time.

LBB> How is Havas approaching things with sustainability goals in mind?

Tony> We have adopted a coherent, network-wide strategy to address environmental and societal issues. Strategy meets action through clear governance structures with working groups attached to both. Specifically, regarding environmental concerns, we are taking a science-based approach, minimising the emissions associated with the media plans and experiences that we design and maximising the impact of our work. We recognise our influence in the system and want to make a positive difference.