Out-behave in the Age of Damage

Out-behave in the Age of Damage
SHARE
THIS


What best describes you?

Nothing is secret any more, and you have to do good in order to do well. It’s the Age of Damage.

Speaking to B&T during his trip to Australia, Havas global CEO David Jones said there is nothing more important for businesses today than to be socially responsible. To beat the competition, the new trick is to “out-behave” it, he said.

“You cannot have discreet conversations any more – you can’t say one thing to shareholders, one thing to employees, and so on,” Jones told B&T. “Things that would have historically remained private are in the public. Social media has made this one of the most exciting, but one of the most challenging, times to be a leader.

“Out-behave your competition – I genuinely think you can do that. Eighty per cent of people want business to stand for more than just profit.”

Jones said Australia has been shielded from some of the impact and has not witnessed some of the devastating damage social media can do to businesses that Europe and the US has seen.

But he warned those devastating cases will inevitably happen in the coming months.

“In the area of social responsibility and business, I don’t think we have seen the same impact in Australia that there has been in the US and UK,” he said. “There was Alan Jones and his comments that got him into trouble, and there was the Qantas Luxury hashtag – there are examples, but if you come back to it in 12 to 18 months’ time, there will be 10 new examples.

“I can say without a doubt, it’s coming big time. This is a really big issue for the world’s biggest businesses.”

Jones argued that the “new price of doing well is doing good”.

“Social media has taken social responsibility out of a silo and put it into P&L,” he explained. “There is now compelling evidence that you can out-behave your competition.

“The financial sector in the US is struggling to get the best talent in – the top students want to work for socially responsible businesses now.

“And if you don’t buy the positive evidence – look at the cost of doing the wrong thing.”

 The issue is a topic that Jones is passionate about, evident through his book, Who Cares Wins, which is about why good business is better business,

He told B&T: “I have never been more convinced about anything than I am about this: the most successful businesses in the future will be the most socially responsible.”

So what does Havas do to live up to this?

“We’re not perfect,” said Jones.” But we fundamentally believe in this. We think there’s a big and exciting opportunity, and also an obligation, to use the power of creativity to effect positive change.”

He pointed to Havas’ annual Meaningful Brands study, stating: “The evidence from that is that it’s the most socially responsible businesses that people care about the most.”

Havas is also behind One Young World, a charity founded by Jones and Havas UK chairman Kate Robertson to provide opportunities for young leaders around the world to share socially responsible ideas.

And Havas worked with UK Prime Minister David Cameron on his successful election campaign. Jones said: “He is a brilliant socially responsible leader. We wanted to work with him because of his speech on social responsibility in 2005.”

“Social responsibility is an area we believe we need to be experts in talking about it, and do as much as we can in the ‘doing’ as well. But I don’t want anyone to get the impression we are fantastic. But if everyone in the world can get 15% better, the whole world gets 15% better.”

Jones also had some advice for Australia’s marketers.

He said: “The critical thing is that you should not be marketing social responsibility. What’s crucially important is that social responsibility is at the heart of the business strategy – not a marketing campaign.

“This is a space where you should under-promise and over-deliver. If you are doing a lot, say you are doing a little. If you are doing a little, say nothing.  Humility is vital. This is the new price of doing well – seize that opportunity. “

 

Check back tomorrow for the second installment of B&T’s interview with David Jones. 

Please login with linkedin to comment

Latest News

Four Questions About Connected TVs Everyone Is Asking – Answered
  • Opinion

Four Questions About Connected TVs Everyone Is Asking – Answered

In this guest post, the ANZ country manager for martceh firm dataxu, Matthew Joyce (pictured below), says almost half of Australians have a connected TV and he takes a look at what that means for brands and advertisers… Four in 10 of us have smart TVs at home, and of that, 70 per per cent are Connected TVs (CTV). […]

Opinion

by B&T Magazine

B&T Magazine
TV Production Firm Crocmedia Hires Nine’s Tim Cleary For New Venture
  • Media

TV Production Firm Crocmedia Hires Nine’s Tim Cleary For New Venture

Crocmedia has announced the launch of Rainmaker, a dedicated TV production services business to be headed by former Head of Programming and Production at Channel Nine, Tim Cleary. Cleary will draw on his 25 years in the industry to spearhead the creation of bespoke new shows for distribution both in Australia and overseas under the Rainmaker […]

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]