Out-behave in the Age of Damage
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
Houston Ramps Up Creative Capability, Appoints Two Senior Creatives
Brand strategy and design consultancy, Houston has strengthened its creative offering, announcing the appointments of Alex Creamer to the role of Creative Director and Michelle Teh as Design Director.
JCDecaux Secures All Major Bus Advertising Contracts Across Sydney
JCDecaux has been awarded the Transport for NSW (TfNSW) bus advertising contract for all buses in the Sydney Metropolitan regions. Lead image: Ben White, general manager. Winning the competitive tender process marks a significant expansion of JCDecaux’s current bus advertising contracts across Sydney. It extends JCDecaux’s Transit reach across the whole of Sydney Metropolitan regions […]
CommBank Launches The Brighter Side TV On 10 And 10 Play
CommBank has today unveiled The Brighter Side, a new television series to be broadcast on 10 and 10 Play to inform and empower Australians with practical tips and bright ideas to help them take control of their financial future. The Brighter Side showcases a diverse range of stories to inspire Australians to make their money […]
IMAA Announces Next Female Leaders Of Tomorrow Programme
The IMAA is celebrating the success of its inaugural Female Leaders of Tomorrow programme for providing a real-world solution to address the gender pay gap at senior levels* with events in Sydney and Melbourne. It has also announced its new 2024-25 programme. The 2023-24 programme’s 16 mentees and mentors, along with mentee leaders, IMAA directors […]
Fast 10: Avid Collective’s Luke Spano On Building Deeper Relationships With Local Publishers & Advertisers
In this latest instalment of the Fast 10 series, Greg ‘Sparrow’ Graham chats with Luke Spano, Managing Director at Avid Collective. You have an intriguing background as a professional poker player plus stints at JR Sports & NightGuru, how did that lead to native content? My previous work in the two startups were focused on marketing […]
QMS Boosts NSW Billboard Network With Australian Turf Club Agreement
Leading digital outdoor company QMS today announced a further expansion of its NSW network, signing a new agreement with the Australian Turf Club to manage key assets at Sydney’s iconic Rosehill Gardens Racecourse. The agreement, which was secured as part of a competitive tender process, takes effect on 3 June 2024 and covers six locations […]
VMO Signs Deal With Stockland Shopping Centres.
VMO has secured an exclusive agreement with Stockland to manage the operations of 22 large format digital screens, strategically positioned throughout nine Stockland town centres across Australia. These centres include Stockland Piccadilly in Sydney’s CBD, Stockland Merrylands, and Wetherill Park in Western Sydney, Stockland Green Hills in the Hunter region, Stockland Shellharbour on the south […]
Day Management Appoints Paramount’s Tim Wall As Head Of Talent And Publicity
Day Management has appointed Tim Wall in a newly-created role of head of talent and publicity. Wall will be responsible for managing and overseeing Day’s broad and impressive portfolio of talent, including Day’s most-recent coup, the highly sought-after breakout star of Married At First Sight Australia, Lucinda Light. Wall was previously senior publicist at Paramount […]
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.