17545: On The True Meaning Of AI At Havas.

 

Adweek published a report titled: ‘No Longer AI Losers’: Havas Leans Into AI-First Identity as North America Revenue Grows

 

Havas has an AI-first identity? Only if AI stands for Ancestral Insularity.

17542: More On Farmers Insurance—A Tale Of Simplicity & Simpletons.

 

Advertising Age published additional content related to the newish Farmers Insurance campaign produced by Dentsu Creative and placed by Havas Media, presenting disturbing trends in Adland.

 

For starters, the new White advertising agency is essentially pooling out the concept originally hatched by the previous White advertising agency—and arguably doing so with less cleverness and creativity.

 

What’s more, the original campaign was allegedly conceived by a single freelancer and partner, while the newish campaign lists quite a few White men as creators.

 

The newish campaign is rooted in simplicity—yet its execution and delivery appear to be cumbersome, clumsy, and complicated.

 

RIP, Professor Burke—how the J.K. Simmons character made Farmers famous

By Tom Hamling

Helluva run.

The last time I saw J.K. Simmons was in 2013 and he was surrounded by a dozen stunt cats and a giant pile of fake snow. We had just wrapped up a scene about how putting kitty litter behind your tires is a great way to get your car unstuck after an ice storm. A ridiculous end to what had been a ridiculous run of probably 30 commercials we had shot together over the previous three years.

You see, in 2010 Farmers Insurance had a massive problem. They were totally invisible and being outspent ten to one. Not only that, every time they ran a commercial, more people attributed it to State Farm than to Farmers. I was freelancing at 72andSunny when the RPA recruiter called and asked if I could work on the Farmers pitch for a couple of weeks. I asked, “What’s Farmers?” They said, “It’s insurance.” I said, “Never heard of it.” They said, “That’s the problem.”

I took the gig, and my parter Laura Hauseman and I immediately got to work reading everything we could about this invisible billion-dollar brand.

Hidden deep in the research was an internal program, the University of Farmers, that the company used at its headquarters to train agents. It was an ownable point of differentiation. That was the answer. We knew it. By the end of the day, we had a strategic brand platform around “smart” and a campaign featuring a “tough but fair” insurance professor teaching a new crop of agents the ins and outs of smart coverage.

The campaign that won the pitch was literally written for J.K. Simmons.

I hung his picture above my desk and cranked out 100 scripts in his voice. I never thought he would say yes. That never happens. But he did … on the condition that this character had a name. Sidenote 1: His original name was Professor Aloysius Finch—later changed to Professor Nathaniel Burke after lots of back and forth with our awesome client John Ingersoll. Sidenote 2: Our backup choice was Academy Award winner Chris Cooper.

The first spot ever featured Professor Burke quizzing agents about a flaming jet ski caught 10 feet up in a tree. Other spots had Professor Burke manning an actual flame thrower, walking through scenes while being attacked by multiple dogs and standing in a subzero freezer holding an exact replica of the biggest hailstone in U.S. history.

Of course, when trying to transform a brand you need lots of distinct and ownable assets. Professor Burke was one of many. Every one of the spots opened with a distinct class-bell sound effect, a sign saying “University of Farmers” (shot on UCLA’s main quad) and of course the jingle that we wrote to sound like a glee club at a smart Ivy League college.

It worked immediately. In just a few months, agent quotes went up 30%. Brand linkage went from 15% to 77% despite still being enormously outspent.

This past Monday, my phone lit up like a Christmas tree. Texts from a lot of old and current friends that Professor Burke was done. Even though I had left three years into the campaign, Farmers and a slew of talented people at RPA did an amazing job keeping this baby running for 13 more. Almost unheard of in today’s day and age. Hats off.

As I was saying goodbye to J.K. around a craft service table surrounded by feral cats, we talked about how crazy the past couple of years had been. Almost overnight, Farmers went from being totally invisible to being a part of pop culture. The brand instantly became a question on “Jeopardy.” Diplo and Andy Milonakis made NSFW rap videos about it. Yes, the jingle was a big part of that. But so was J.K. And when he won his Oscar in 2014 for “Whiplash,” Neil Patrick Harris sang “He won an Oscar” to the tune of the jingle we wrote.

A lot of people will be armchair quarterbacking this week asking if Farmers was right to retire Professor Burke. The honest answer is that I don’t know. There are a lot of smart people who know the business and what it needs today better than I do. What I do know is this: when you take an honest truth about your company, pursue it relentlessly and consistently and make it a part of culture, it changes the course of a brand.

Brands that make culture make money. And a lot of that comes down to leveraging distinct brand assets. Sometimes you create them and sometimes you inherit them. But all that really matters is what you do with them. That’s how you make a brand rich and famous. And while Professor Burke may have retired to a beach, the mark he left on Farmers will last forever. I hope the jingle lasts another 16 years.

Helluva run.

17540: Honestly, New Farmers Insurance Campaign Is BS.

Advertising Age spotlighted the newish campaign for Farmers Insurance produced by new White advertising agency Dentsu Creative, with media duties being handled by new White media agency Havas Media.

 

The campaign theme declares, “Honesty Is Our Policy.”

 

Good luck promoting that platform. After all, advertising practitioners and insurance salespeople are consistently ranked among the least-trusted professions.

 

Farmers Insurance unveils a pink-drenched refresh and tweak to its jingle

 

By Tim Nudd

 

Farmers Insurance is refreshing its brand with a coat of pink paint and a change to its famous jingle.

 

The company’s first major brand refresh in several years debuts in a campaign from new agency Dentsu Creative. The effort, themed “Honesty Is Our Policy,” debuts today (July 13) across TV, digital, social, out-of-home and experiential. It includes updated branding that prominently features bright pink visuals and a reworked version of the insurer’s longtime jingle.

 

A minimalist 30-second anthem spot … speaks directly to viewers against a solid pink background, delivering a straightforward message about understanding insurance. The spot also introduces a choir that will become a recurring brand element as part of the new platform.

 

Longtime spokesman J.K. Simmons is absent from the new campaign. “Professor Burke has been a strong and recognizable part of the Farmers brand for many years, but all professors reach their tenure, and we’ve retired him from the new campaign,” Farmers told Ad Age.

 

The choir sings much of the dialogue in the melody of the famous Farmers audio signature. At the end, the “We Are Farmers” refrain has been rewritten as “You Have Farmers,” shifting the focus from the company to the customer.

 

Supporting spots have a similar structure.

 

The repositioning reflects Farmers’ effort to address what it sees as lingering confusion around insurance policies and coverage details. Rather than emphasizing products or pricing, the campaign focuses on helping consumers better understand what their policies include and how coverage works, using more direct language across marketing and customer communications.

 

“The strategy is grounded in a simple belief: our customers’ insurance coverage should be easy to understand, with no jargon, no big words and no lawyer needed to make sense of it,” said Eleanor Solomon, head of creative for Farmers Insurance. “Farmers is introducing tools that help make insurance easier to navigate—highlighting what is and is not covered, offering coverage reviews even if your policy is with another insurer, and, in some cases, helping consumers explore alternatives when Farmers isn’t a fit for them.”

 

“The strongest brands don’t abandon their history, they build on it,” said Andres Arlia, executive creative director at Dentsu Creative. “We took the equity Farmers has earned over decades and reimagined it for a moment when consumers are looking for transparency over jargon and understanding over complexity. Every creative choice, from the visual refresh to evolving ‘We Are Farmers’ into ‘You Have Farmers,’ was designed to make the brand feel useful, human and relevant.”

 

The work is Dentsu Creative’s first major campaign for Farmers since being named the insurer’s creative agency of record. Before moving to Dentsu this spring, the Farmers account had been at RPA since 2010. 

17538: On Farmers Insurance And City Slickers-Hucksters.

 

MediaPost reported Farmers Insurance named Havas Media as its new White media agency. Earlier in the year, the insurance company appointed Dentsu Creative as its new White advertising agency.

 

The only explanation for such mediocre firms winning media and creative duties must be the other White holding companies—Publicis Groupe, Omnicom, and WPP—already service insurance brands.

 

Referring to the latest campaign platform, the head of creative for Farmers Insurance declared, “The strategy is grounded in a simple belief: our customers’ insurance coverage should be easy to understand, with no jargon, no big words, and no lawyer needed to make sense of it.”

 

The same probably cannot be said for coordinating efforts between Havas Media and Dentsu Creative.

 

If there’s a policy covering marketing malpractice, Farmers Insurance should apply pronto.

 

Havas Media Named AOR For Farmers Insurance

 

By Steve McClellan

 

Farmers Insurance has appointed Havas Media as its new media agency of record after a review, the company confirmed today.  

 

Farmers’ estimated annual media expenditure is $51.5 million, according to agency research firm COMvergence.

 

“Effective immediately, Havas will support media strategy, planning, buying, activation and measurement across Farmers Insurance’s national marketing initiatives,” the company stated. 

 

Earlier this year, Farmers Insurance launched separate creative and media agency reviews. The firm announced that it had named Dentsu Creative as its new media agency in April. 

 

The firm previously worked with both RPA and Zenith on media assignments. RPA had been the firm’s longtime creative agency. 

 

Separately, the company unveiled the first work from Dentsu Creative and new assets that the company said are designed to make its offerings easier for consumers to understand. Changes include the new Farmers Coverage on a Page resource, a snapshot of coverage included in select Farmers auto and home policies. Also new: Farmers Coverage Review sessions.  

 

“The strategy is grounded in a simple belief: our customers’ insurance coverage should be easy to understand, with no jargon, no big words, and no lawyer needed to make sense of it,” stated Eleanor Solomon, head of creative for Farmers Insurance.

17501: On Expanding The Havas Creative Network.

MediaPost recently reported Havas Creative Network—an oxymoron, for sure—created new and expanded roles for White people.

 

The spotlighted executives were not blood relatives of the Bolloré clan, so the appointments arguably show progress—emphasis and eyeroll on progress.

 

Havas Creative Network Taps Former UM CEO DeMiero For New Senior Role

 

By Steve McClellan

 

Havas Creative Network today announced the appointment of industry veteran Joe DeMiero as its Chief Client and Business Officer for North America, a new role at the firm. 

 

DeMiero was US CEO at Interpublic media agency UM for two years (2022-23). He joins Havas from Sam’s Club, where he was vice president, marketing.  

 

Separately, Maggie Connors has been upped to North America CMO, overseeing marketing and prospecting strategy, brand storytelling, industry events and partner experiences. The role is new for the region and previously Connors was global marketing and brands officer. 

 

And Pat Thistlethwaite has been promoted to North America Chief Growth & Experience Officer, overseeing “the full North America pitch operation” the firm stated. It’s an expanded role for Thistlethwaite, who previously was global CX officer, Havas CX.

17495: Bored By Publicis Groupe Board.

 

Mediapsssst reported Publicis Groupe added two White people to its board, one of whom is the son of the current vice chair of the Publicis board, as well as the grandson of corporate founder Marcel Bleustein-Blanchet.

 

The other White holding company based in France—Havas—also features nepotism at the highest ranks.

 

Maybe it’s a cultural thang. C’est la vie.

 

Two New Members Added To Publicis Groupe Board

 

By Richard Whitman

 

At its annual meeting earlier this week Publicis Groupe shareholders voted to add two new members to the board including Microsoft Chief Scientist and Technical Fellow Jaime Teevan (as previously reported) and Benjamin Badinter. 

 

Badinter is the son of Élisabeth Badinter (current vice chair of the Publicis board) and grandson of company founder Marcel Bleustein-Blanchet. 

 

Badinter, 56, has spent most of his career at the holding company, which he joined in 1995. 

 

In 2002, he was appointed head of Mediavision and Jean Mineur, an agency specializing in advertising cinema. In 2011, he was appointed Chairman Médias et Régies Europe, a Publicis specialist in outdoor, print, radio, and cinema.  

 

In 2016 Badinter acquired the publisher of Tennis Magazine and created an agency dedicated to tennis, Tennis Team Agency. Badinter owns the publisher while Publicis owns the agency.  

 

On the board, he will serve as a member of the strategic, environmental and social committee. 

17415: BTW Bolloré, Bribes, Brothers, BS.

 

MediaPost reported Vincent Bolloré will finally stand trial on political corruption charges related to allegedly bribing politicians in Africa over 15 years ago.

 

Bolloré is accused of delivering discounted services via Havas to two presidential contenders in Togo and Guinea—helping them win elections—in exchange for shipping port contracts.

 

Oddly enough, the scenario could represent a rare and unique DEIBA+ initiative for the White holding company.

 

No word yet if Bolloré will appoint one of his sons to make court appearances in his place.

 

Vincent Bolloré To Stand Trial On Political Corruption Charges

 

By Steve McClellan

 

Bolloré Group controlling shareholder Vincent Bolloré will stand trial on corruption charges related to election campaigns in Togo and Guinea from 2009 to 2011, according to Reuters which cited a statement from the French financial prosecutor’s office on Thursday.

 

Bolloré was formally arrested in 2018 when authorities were looking into allegations that Bolloré provided discounted communications services via Havas to two African country presidential contenders (both won) in exchange for contracts to run shipping port concessions.

 

While Vincent Bolloré stepped down as Chairman and CEO at Bolloré Group in 2022, he is said to remain a major influence at the firm through his control of an entity called Financière de l’Odet, the largest shareholder of the group.

 

His son Cyrille succeeded him as Chairman and CEO at Bolloré Group. Entertainment firm Vivendi and ad holding company Havas, which Bolloré Group has controlling stakes in, are both headed by another son, Yannick Bolloré.

 

Reuters reported that two other persons are co-defendants in the case, including Gilles Alix, a former board member of Vivendi, and Jean-Philippe Dorent, who is currently head of Havas International Consulting, which provides reputation management and related services.

 

The trial is scheduled to start in December, according to reports.

 

Representatives from Havas and Bolloré had not responded to requests for comment by deadline.

17256: All The Fake News That’s Fit To Print.

 

Adweek placed its contradictory content side-by-side, announcing Havas is and isn’t pursuing a partnership with WPP.

 

Perhaps the trade publication is appealing to a wide audience, realizing Adland denizens either do or don’t give a shit about the scenario.

17254: Bolloré Barks Bollocks To British Bonding.

 

Adweek countered its own coverage of the rumored Havas-WPP deal, indicating Havas CEO Yannick Bolloré denied the reported partnership discussions.

 

It’s a clear sign that the Apocalypse is upon us when leaders of White advertising agencies speak out against alleged falsehoods and lies.

 

Havas CEO Yannick Bolloré Denies WPP Deal Rumors 

 

In a memo to staff, Bolloré said the company is “not in discussions” with WPP following reports Havas was exploring a minority stake

 

By Audrey Kemp

 

Havas CEO Yannick Bolloré on Monday shut down speculation that his company was exploring a deal with WPP, telling employees in an internal memo that the French holding group is “not in discussions” with its British rival.

 

The clarification comes two days after reports broke in multiple outlets, including ADWEEK, that Havas had held discussions with WPP about taking a minority stake in the business—rumors the company previously declined to comment on.

 

On Monday, The Guardian reported that WPP shares rose 11% on the speculation, marking the biggest jump on the FTSE 100 that day.

 

In the staff memo, reviewed by ADWEEK, Bolloré said the rumors had prompted questions from employees and clients and warranted direct clarification. “It’s our policy not to comment on market rumors, however… we want to clarify that we are not in discussions with WPP,” Bolloré wrote.

 

He also emphasized Havas’ recent performance, including Q3 organic revenue growth of 3.8%, and said the company’s acquisition strategy remains focused on smaller, targeted “bolt-on” deals. However, he left the door open to larger acquisitions “aligned with our strategy,” adding “there are currently no ongoing discussions of that nature.”

 

The speculation surrounding Havas and WPP comes during a period of consolidation in the advertising industry. Omnicom’s $13.5 billion acquisition of Interpublic Group is expected to close this month, cementing the largest agency holding-company merger in history. Meanwhile, Dentsu is exploring a sale of its international operations.

 

WPP’s market value has fallen from £25 billion in 2017 to about £3 billion today, placing it at risk of falling out of the FTSE 100.

 

Below is the full memo Bolloré sent to employees:

 

Dear all,

 

It’s our policy not to comment on market rumors, however, given the recent press coverage amplifying these rumors and the questions we’ve received from colleagues and clients, we want to clarify that we are not in discussions with WPP.

 

As you know, Havas has delivered strong results over the past months in a world full of uncertainties. In Q3, we achieved organic growth of +3.8%, outperforming the market, reflecting remarkable client wins and expanded collaborations with long-standing partners. Thanks to your commitment and energy, we continue to reinforce our market position and drive growth.

 

Havas has a strategy of bolt-on and targeted acquisitions that contributes to our strong momentum, alongside strategic partnerships. While we could consider a larger acquisition aligned with our strategy, as stated during our Q3 earnings announcement a few weeks ago, there are currently no ongoing discussions of that nature.

 

Undistracted by rumors and noise, we remain focused on accelerating the deployment of our Converged.AI strategy, driving group-wide AI adoption, and delivering excellence for our clients and prospects.

 

Let’s keep pushing forward with ambition and confidence, shaping the future of our industry together.

 

Sincerely,

Yannick

17753: Havas + WPP = Hahah + WPPfft.

Adweek also reported on a deal starring Havas and WPP, indicating the Bolloré dumpster is seeking a minority stake versus a merger.

 

It would’ve been too hilarious for WPP—Adland’s once-leading corporate colonizer—to ultimately be acquired.

 

Yet why is Havas even interested in partnering with a company where there are no blood ties? Such a move counters Havas’ historic nepotism.

 

In short, a potential Havas-WPP union ignites a conflict of self-interest.

 

Havas Reportedly Exploring a Deal with WPP 

 

Industry insider suggests Havas is eyeing a minority stake, versus a merger

 

By Rebecca Stewart

 

Havas is reportedly in early talks about a deal involving WPP. 

 

The French network has expressed an interest in its U.K. rival, as have private equity firms Apollo and KKR, according to The Times of London.

 

One senior advertising exec told ADWEEK the two sides were in “very serious” discussions, currently centered on how to value WPP. They suggested that Havas was eyeing a minority stake in the business rather than exploring a full-blown merger.

 

Both Havas and WPP told ADWEEK they “do not comment on speculation.” At the time of writing, Apollo and KKR did not respond to a request for comment.

 

Outsider investors have been circling WPP for months. Earlier in November, U.K.-based investor Redwheel acquired a 5.25% stake in the holding company. It was also reported earlier this year that consulting giant Accenture had considered a bid.

 

Stiffer competition for Omnicom-IPG

 

Havas has been working more closely with rival agencies as Omnicom’s acquisition of IPG nears its close.

 

In September, it launched a joint venture with Horizon to manage $20 billion in bookings and position itself as one of the world’s largest media buyers.

 

Buying a stake in WPP could give Havas a strategic foothold in one of its biggest rivals and improve both holdcos’ challenger status against a combined Omnicom-IPG goliath.

 

Havas CEO Yannick Bolloré said he would consider “significant” merger and acquisition deals after Havas spun off from its former owner Vivendi in December 2024, and it’s within the Bolloré family playbook to acquire stakes in rival marketing companies with the intent to merge.

 

In the mid-2000s, Vincent Bolloré, Yannick’s father, purchased a stake in Aegis Group with the intent to merge it with Havas. That vision never came to fruition, and Aegis was eventually sold to Dentsu.

 

If Havas does buy into WPP, it would be an opportune time to grab a stake in what was once the world’s most valuable ad network. WPP had a £24 billion valuation at its peak in 2017, but its share price has fallen around 65% since the start of 2025.

 

By contrast, Havas has been on a steady upswing over the last year, reporting a record net revenue of $2.3 billion (€2 billion) for the first nine months of 2025.

 

Despite its troubles, WPP still dwarves Havas. The latter has 23,000 staffers and a market cap of $1.6 billion (€1.45 billion), compared to WPP’s 110,000 staffers and $4.1 billion (£3.1 billion) market cap. 

 

WPP’s future in the air

 

WPP’s future is anything but certain. Its new CEO, Cindy Rose, has called the company’s 8.4% revenue decline in Q3 “unacceptable” and has a turnaround plan that includes a big bet on AI. WPP is staffing up accordingly, having named Elav Horwitz its first chief innovation officer, a new AI-focused role.

 

WPP has also enlisted consulting firm McKinsey for a strategic review, and some are betting against its recovery. Recent U.K. regulatory filings show eight hedge funds, including Millennium and Marshall Wace, have been shorting WPP’s stock.

 

This week, Rose and chairman Philip Jansen each acquired 50,000 shares in the company, investing more than $184,000 (£140,000) apiece.

 

WPP declined to comment on the unexpected share purchases, which were widely interpreted as a deliberate signal of confidence to the market.

17252: WPP Ambition Transition To Acquisition…?

Advertising Age reported on speculation of a merger starring Havas and WPP.

 

Such a move would counter the Roserrection Plan fuzzily presented by WPP CEO Cindy Rose, whose ambition to stage a turnaround for the beleaguered White holding company involves being “simpler, more integrated, powered by media, data, and AI, efficiently priced and designed to deliver growth and business outcomes.”

 

Then again, desperation could prompt abandoning ambition—and abandoning ship.

 

Havas–WPP deal could be in the works

 

By Brian Bonilla

 

The Omnicom-IPG merger might not be the only major holding company deal in play: A combination or partnership between WPP and Havas is being considered, Ad Age has learned.

 

According to two people with knowledge of the situation, a deal or combination of some sort is being explored. One of these people described “serious talks” between the two, while the other said WPP has not engaged in conversations with Havas. Multiple people said that Havas is exploring the possibility of raising capital, and conceivably involving private equity, to see if a potential deal could work.

 

Havas declined to comment, and a WPP spokesman said, “We do not comment on speculation.”

 

A Havas/WPP merger would result in the world’s second-biggest agency company based on revenue. Following the completion of its merger with Interpublic Group of Cos., Omnicom Group will be the agency world’s biggest holding company. Omnicom expects to complete the acquisition of IPG this month.

 

World’s 10 biggest agency companies

 

WPP (including Havas) would rank as the world’s second-biggest agency company based on revenue, behind Omnicom (including IPG). Ranked by 2024 worldwide revenue. Dollars in billions. 

 

Havas spin-off from Vivendi

 

Puteaux, France-based Havas in December 2024 became an independent publicly traded company after it was spun off from Vivendi, a French entertainment and media group. Vivendi shareholders in December 2024 approved the spin-off, which was previously disclosed in Vivendi’s April 2024 letter to shareholders.

 

Havas has shown it is open to conversations and partnerships recently.

 

François Laroze, the company’s chief financial officer and chief operating officer, said during its October earnings call that Havas “would consider” a potential partnership or deal with Dentsu. Havas also recently launched a joint venture with Horizon Media.

 

Industry executives say an acquisition by London-based WPP would be challenging given its current financial struggles and depressed share price. WPP lowered its full-year organic revenue growth guidance and reported weak third-quarter results in late October.

 

WPP CEO Cindy Rose, who took on the role on Sept. 1, has been open about WPP’s need for simplification in its offering to clients. However, other industry executives say a deal could help increase WPP’s value.

 

WPP’s stock price has fallen more than 60% since the beginning of 2025. Earlier this month, the shares were trading at their lowest level since 1998.

 

Contributing: Bradley Johnson