{"id":235155,"date":"2025-04-04T16:49:52","date_gmt":"2025-04-04T14:49:52","guid":{"rendered":"https:\/\/www.mediaspecs.be\/?p=235155"},"modified":"2025-09-05T17:19:06","modified_gmt":"2025-09-05T15:19:06","slug":"havas-media-day-2025","status":"publish","type":"post","link":"https:\/\/www.mediaspecs.be\/fr\/havas-media-day-2025\/","title":{"rendered":"Havas Media Day 2025"},"content":{"rendered":"

Le 3 avril, Havas Belgium<\/strong> a organis\u00e9 le Havas Media Day<\/strong> au centre de conf\u00e9rence Dolce La Hulpe. L’\u00e9v\u00e9nement a rassembl\u00e9 des professionnels des m\u00e9dias et de la publicit\u00e9 ainsi que des clients afin de partager des id\u00e9es et de l’expertise sur les tendances qui fa\u00e7onnent l’industrie aujourd’hui. La journ\u00e9e a \u00e9t\u00e9 riche en pr\u00e9sentations avec DPG Media, Rossel Advertising, IPM Advertising, Ads & Data, RMB, JCDecaux, Roularta Advertising, Transfer Media, Brightfish, Trustmedia, Bauer Media Outdoor <\/strong>et Var<\/strong>.<\/p>\n

Le coup d’envoi de la r\u00e9union a \u00e9t\u00e9 donn\u00e9 par Hugues Rey<\/strong>, CEO d’Havas Belgium<\/strong>. Dans son discours, il a soulign\u00e9 l’importance de l’optimisme, de l’espoir et de la coop\u00e9ration dans un monde de plus en plus complexe. Il a ajout\u00e9 quelques points essentiels pour le secteur : l’intelligence artificielle, les m\u00e9dias utiles et les partenariats puissants.<\/p>\n

Human x tech<\/h3>\n

De nombreux intervenants ont partag\u00e9 le point de vue positif de Rey sur l’intelligence artificielle. Ce n’est plus un secret pour personne que l’intelligence artificielle a de nombreux avantages \u00e0 offrir au secteur. Par exemple, l’\u00e9quipe de DPG Media<\/strong> a expliqu\u00e9 comment l’IA est utilis\u00e9e dans la gestion des campagnes, l’exp\u00e9rience utilisateur et la s\u00e9curit\u00e9 de la marque au sein de leurs op\u00e9rations, entre autres. Les nombreux avantages de l’IA ont \u00e9galement \u00e9t\u00e9 \u00e9voqu\u00e9s lors de la pr\u00e9sentation de Roularta<\/strong>. En effet, depuis la fin de l’ann\u00e9e 2024, l’\u00e9diteur utilise un cr\u00e9ateur de contenu virtuel pilot\u00e9 par l’IA pour renforcer ses liens avec ses publics cibles.<\/p>\n

Toutefois, certains professionnels ont \u00e9galement soulign\u00e9 que l’IA avait certaines limites. L’\u00e9quipe de Boondoggle<\/strong> a fait une pr\u00e9sentation int\u00e9ressante de ses projets cr\u00e9atifs g\u00e9n\u00e9r\u00e9s par l’IA. Les campagnes Yes AI Can et War\u00e8ne B\u0153ufette ont \u00e9t\u00e9 men\u00e9es \u00e0 bien et bien accueillies par le public, mais ont n\u00e9cessit\u00e9 des ajustements humains dans plusieurs domaines. L’IA est une superpuissance, mais la cr\u00e9ativit\u00e9 humaine reste fondamentale. Elisa Le Breton-Morlet<\/strong>, International Market Intelligence Manager chez Havas<\/strong> Commerce, confirme cette tendance et encourage \u00e0 rechercher \u00ab\u00a0une synergie \u00e9quilibr\u00e9e entre l’humain et la technologie<\/em>\u00ab\u00a0.<\/p>\n

Se diff\u00e9rencier de mani\u00e8re significative<\/h3>\n

Outre le th\u00e8me de l’intelligence artificielle, le Havas Media Day a \u00e9galement mis l’accent sur les m\u00e9dias significatifs. Avec leurs pr\u00e9sentations, les professionnels de Bauer Media Outdoor<\/strong> (anciennement Clear Channel<\/strong>) et de JCDecaux<\/strong> ont d\u00e9montr\u00e9 que des caract\u00e9ristiques telles que l’authenticit\u00e9, la connexion \u00e9motionnelle et les exp\u00e9riences immersives ne peuvent plus \u00eatre ignor\u00e9es dans le paysage m\u00e9diatique et publicitaire. Ils ont encourag\u00e9 les entreprises \u00e0 continuer \u00e0 sortir des sentiers battus et \u00e0 investir dans des campagnes uniques qui cr\u00e9ent une exp\u00e9rience pr\u00e9cieuse pour les consommateurs.<\/p>\n

Barbara De Wolf,<\/strong> directrice des ventes d’Ads & Data<\/strong> Brand Studio<\/strong>, souligne \u00e9galement cette tendance. Selon elle, \u00ab\u00a0plus que jamais, les utilisateurs veulent trouver leurs valeurs personnelles dans le produit qu’ils consomment<\/em>\u00ab\u00a0. Elle ajoute que la cr\u00e9ation d’un engagement \u00e9motionnel est un facteur cl\u00e9 important dans les objectifs de marque et de marketing.<\/p>\n

L’importance des partenariats locaux<\/h3>\n

Alex Thor\u00e9<\/strong>, CEO de Var<\/strong>, a poursuivi sur une note positive. En posant la question \u00ab\u00a0Que ferons-nous de la puissance de nos m\u00e9dias locaux dans les ann\u00e9es \u00e0 venir ?<\/em>\u00ab\u00a0, il a encourag\u00e9 les participants \u00e0 r\u00e9fl\u00e9chir \u00e0 l’importance des partenariats locaux dans le secteur des m\u00e9dias et de la publicit\u00e9. Il a \u00e9galement pris le temps d’\u00e9num\u00e9rer les avantages de ces partenariats locaux. Thor\u00e9 a notamment expliqu\u00e9 qu’unir les forces au niveau local peut contribuer \u00e0 accro\u00eetre l’impact d’une marque. En outre, les partenariats locaux peuvent acc\u00e9l\u00e9rer la diffusion de valeurs sociales importantes telles que le travail d’\u00e9quipe et la connectivit\u00e9. Alex Thor\u00e9 a conclu, comme Hugues Rey l’avait fait au d\u00e9but de l’\u00e9v\u00e9nement, en encourageant les participants \u00e0 unir leurs forces.<\/p>\n

Le Havas Media Day<\/strong> s’est officiellement termin\u00e9 par une pr\u00e9sentation de l’\u00e9quipe de Havas Belgium<\/strong>, qui a expliqu\u00e9 ses recherches sur la conception de l’attention.<\/p>\n","protected":false},"excerpt":{"rendered":"

Le 3 avril, Havas Belgium a organis\u00e9 le Havas Media Day. L’\u00e9v\u00e9nement a rassembl\u00e9 des professionnels des m\u00e9dias et de la publicit\u00e9 ainsi que des clients afin de partager de l’expertise sur les tendances qui faconnent l’industrie aujourd’hui.<\/p>\n","protected":false},"author":4,"featured_media":212172,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[6706,25],"tags":[16125,9518,6769,22507,22083,9094,8063,7999,12369,102,1599,8375,7609,7831,56,54,1368,8311],"class_list":["post-235155","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-featured-fr","category-media-fr","tag-ads-data-fr","tag-alex-thore-fr","tag-artificial-intelligence-fr","tag-barbara-de-wolf-fr","tag-bauer-media-group-fr","tag-boondoggle-fr","tag-brightfish-fr","tag-clear-channel-belgium-fr","tag-dpg-media-fr","tag-havas-media-belgium","tag-hugues-rey","tag-ipm-advertising-fr","tag-jcdecaux-belgium-fr","tag-rmb-fr","tag-rossel-advertising","tag-roularta-advertising-fr","tag-transfer-media-fr","tag-trustmedia-fr"],"acf":[],"yoast_head":"\nHavas Media Day 2025<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mediaspecs.be\/fr\/havas-media-day-2025\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Havas Media Day 2025\" \/>\n<meta property=\"og:description\" content=\"Le 3 avril, Havas Belgium a organis\u00e9 le Havas Media Day. 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