How can brands become significant in the daily lives of Gen Z consumers? By making an appearance on popular gaming platforms.
The primary goal of an emerging division in the advertising conglomerate Havas is to push the boundaries of audience targeting. They plan to achieve this by leveraging gaming communities and social networks centered around fanbases and esports.
Angelique Hernandez, Portfolio Lead for Havas Play, along with Jarell Thompson, VP of Gaming at Havas Play, delved into their approach to finding suitable chances to link brands with gaming culture during a recent episode of the “Strictly Business” podcast by EbMaster. This discussion provides an excellent preview for the Cannes Lions festival, taking place from June 16-20 in Cannes, France. This annual event emphasizes the bond between brands, marketing professionals, advertisers, and more recently, influential social media personalities who target hard-to-reach young consumers. EbMaster will be a significant presence at this year’s festival.
Listen to the full podcast:
Hernandez pointed out that within the realm of digital gaming, content creators currently enjoy a variety of choices, which serves as yet another indication of the ongoing transformation in the marketplace.
Hernandez pointed out during a discussion at the yearly EbMaster Entertainment Marketing Summit that it’s not essential for them to enter into brand partnerships. They can generate income independently through various online platforms available today. He added, ‘Moreover, businesses, whether they are brands or social media platforms, often seek their expertise because these individuals not only understand what appeals to their audience, but they are also proficient in using the platforms themselves, such as creators being skilled with TikTok and Instagram.'”
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“Hernandez noted during a talk at the EbMaster Entertainment Marketing Summit that it’s not always necessary for them to collaborate on brand partnerships. They can make money independently by utilizing numerous platforms currently accessible, such as YouTube, Patreon, and Kickstarter. He also mentioned that companies, including brands and social media platforms, frequently approach these individuals because they are not only well-versed in their audience’s preferences, but they are also experienced platform users themselves, like creators who excel at TikTok and Instagram.
Absolutely, ensuring brand safety is crucial in digital advertising. Thompson explained the mechanisms and procedures that Havas Play utilizes to identify suitable placements while steering clear of potential issues, such as unwanted virality due to inappropriate content.
Thompson explained that our approach is thorough when it comes to evaluating creators. We delve deep into their backgrounds and qualifications. Our aim is to link brands with suitable creators, while being mindful of due diligence to confirm that they are trustworthy and relevant. Some creators may suit edgy or risky brands, but for financial institutions we work with, it’s crucial to match them with those who are the most reliable and appropriate for their target audience.
In a different discussion, Shab Azma, the CEO and founder of ARC Collective (a talent management firm), shares insights about creators and influential experts who are frequently sought after for brand collaborations. They find the freedom and autonomy provided by social media platforms over their content particularly attractive.
Currently, our emphasis lies heavily on ownership. While there’s still value in traditional television, it’s evident that its dominance is waning,” Azma explained. “Traditional TV is stuck and struggling, but digital natives are producing content that rivals what we’ve seen on TV. They have the freedom to take bolder risks.
Azma explained, “This is why not every influencer aims for conventional entertainment. They realize their strength lies within their creator community. For us, we’re fostering this in various ways. We’ve discovered a cycle where our talent serves as the core, enabling podcasts, live streaming, events, publishing, and even consumer products – all areas where they maintain ownership.
As a passionate cinephile, I eagerly tune in to EbMaster’s weekly podcast, “Strictly Business.” This engaging discussion delves into the business aspects of the media and entertainment industry with influential figures every Wednesday. You can catch these insightful episodes on platforms like Apple Podcasts, Amazon Music, Spotify, Google Play, SoundCloud, and many more. Don’t forget to subscribe to our free newsletter for updates!
(Pictured: EbMaster‘s Cynthia Littleton and Havas Play’s Angelique Hernandez and Jarell Thompson)
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2025-06-05 21:46