Havas Ortega reduces carbon footprint by investing in right data systems and brand partnerships

Havas Ortega, an integrated media and communications agency based in the Philippines and part of the Havas Group, has invested in tools and technologies such as Vector, Aperture and Fusion to reach the right audience to strengthen its media experience proposition. These tools measure and monitor consumer engagements and relationships with different media platforms. 

This comes as the agency found that reducing an agency’s carbon footprint could simply mean developing better systems to segment an ad’s reach to the right consumers and relying on reading data to update campaigns. Quality over quantity is an aphorism that maintains a universal truth which applies to measuring impressions and performance at Havas Ortega, according to the release.

Vector is used for its accuracy in coming up with evidence-based OOH vehicle selection plans to optimise media budgets using real-time traffic data. Meanwhile, Aperture pins down the optimal reach and budget levels for a brand’s multi-screen campaigns, whereas Fusion surveys top-ranking comments on posts from Facebook’s platforms for further processing. These tools aim to help Havas Ortega create an accurate targeted campaign that shapes public perception and sways the behaviour of their desired market. Thus, effectively lessening meaningless impressions contributing to an agency's carbon footprint. Measurement and data helps further initiatives for environmentally-conscious media planning practices, according to the agency.

Philip Tiongson, head of mx and director of data science for Havas said: “Now more than ever, brands and their agency partners must take into consideration in their decision-making process and the impact of such decisions on the environment and on other SDGs."

"Using data has allowed us to focus on our clients’ investments to deliver against business objectives with the least amount of impression-wastage and cost inefficiencies. As we progress into more data-based campaigns in the future, we hope to be even more focused on efficient effectiveness in order to minimise our environmental footprint,” he added.  

Apart from onboarding the right tools and systems, Havas Ortega also partnered with businesses that align with same values. For example, Havas Ortega was appointed by Filipino department store chain SM Supermalls to be the brand’s in-mall messaging and concepts partner to amplify the messaging of its GreenMovement initiative.

“We always look for opportunities to partner with companies or current brands to communicate green ideas. Each green-step helps further our efforts toward contributing to a greener industry,” adds Janlo Cui, the business director of Havas Creative.

Looking foward, CEO of Havas Ortega Group, Jos Ortega hopes to put pressure on their existing accounts to prioritise making environmentally-conscious decisions and securing new brands pillared on those decisions as well.

Related articles: 

Havas Media Group HK brings on board Carmen Wu to lead Havas Market in HK
Havas Media Singapore names new GM

Join Content 360 - Hong Kong: Stories For A New Era where over 150 content marketers come together to shape the future.  Content 360 - Hong Kong is a must-attend conference that focuses on cutting-edge content trends, innovative creation techniques, strategies to customise your content for the newest marketing channels, and more. Don't miss out on this opportunity to elevate your content marketing game in Hong Kong! Tickets are on sale now, register today. https://conferences.marketing-interactive.com/content360-hk/