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Havas Media reunites with Dan Hagen for global role of operating system Mx

Havas Media Group has named Dan Hagen (pictured) EVP, MD, global head of Mx Development. He will report to global chief strategy officer Greg James, who will oversee the development phase of Havas Media’s global operating system, Mx (media experience).

Based in London, he will work closely with newly appointed heads of Mx Development in every major Havas Media Group market. Hagen is making a return to Havas Media, after leaving his role as managing partner of strategy at Havas Media (formerly MPG) in 2011.

He was most recently the global chief strategy officer at iProspect. Prior to that, he had spent seven years as head of planning and then chief strategy officer at Carat working with clients such as Mondelez, Asda, and Santander. His career spans a multitude of sectors and disciplines in both the UK and the United States. Past clients include The National Lottery, British Gas, and Diageo.

Launched in July, Mx transforms the traditional media plan and elevates it with human insight, said a press release. The insights are extracted through a new four-tiered approach: intelligence, Mx brief, Mx development, and measurement. The operating system has played a key role in winning global pitches for Havas Media Group including PUMA, TripAdvisor, and, most recently, Hyundai and Kia.

James said the Mx process puts a “firm focus” back on the best practices needed to provide great media, and align brand and performance media skills into the company’s core product. He added: “This is a role that requires Dan’s smart background in both digital and traditional media, and his deep understanding of meaningful media experiences.”

Meanwhile, Hagan said he will be working with the team to build a new approach to planning and media, which will be instrumental in driving the strategy and development for the roll out across the network. “Havas Media presents an incredibly exciting opportunity for me to apply my broad media knowledge at a global scale. At a time when the industry and, indeed the world, are under significant pressure we need to rethink how, and more importantly, why we do what we do,” he said.

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