Havas’ De Andréis says growth is the must-have KPI for clients
- Jun 23
- 2 min read
Havas is putting “hard KPIs” at the heart of its new global positioning focused on “growth, powered by desire”, according to Raphaël De Andréis, CEO Havas France & Italy and chairman, Havas Creative Germany, Portugal & Spain.
The new ethos is about going back to the company’s core DNA — helping brands to create desire among consumers — but in a way where the impact is keenly measured.
“Some of our competitors keep on saying ‘we connect, we transform’ which is great, but at the end of the day, the client that comes to Havas, yes they want to connect, yes they want to transform, but what they say to us is they want to see their business grow,” De Andréis told the Lions Daily News. “We don’t want to play in the world of soft KPIs. Transformation, connection? Fine, but we want to play in the category of hard KPIs: sales, pricing power, share of market.”
De Andréis said that the new positioning reflects the fact that brands struggling to awaken desire among consumers is a challenge “that AI alone, or tech alone, cannot meet”. “We are not a tech company. We are a creative company powered by tech, which is important,” he said.
“We are not competing with Google. We are not competing with Capgemini. We are not competing with OpenAI. We are a creative company that leverages every single tech engine that empowers interesting stuff.”
De Andréis is excited about France’s status as Creative Country of the Year at the 2026 Cannes Lions, too.
“We are great storytellers! We are a country of literature, of movies. We are good at telling great stories, and advertising is a weapon to do that. A great French ad is somehow (also) a great story, even in 10 seconds on TikTok,” he said. “That’s why we find our way into creativity with a special sauce.”
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