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'Algorithms will never replace creative directors' states Havas CEO Yannick Bollore as he avoids Vivendi speculation

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By Stephen Lepitak, -

October 1, 2014 | 3 min read

Havas CEO, Yannick Bollore has asserted that data and creativity can work together, while sidestepping rumours of a potential merger between the company and French media company, Vivendi.

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Havas CEO Yannick Bollore speaking at Advertising Week New York

Speaking during Advertising Week New York, Bollore discussed Havas' agency integration strategy as he seeks to bring them closer together in response to the growing number of services demanded by clients - which expand far beyond traditional advertising and media. He added that this strategy will be rolled-out across the whole group.

He also rubbished claims from those opposing the bringing together of data and creativity in the future: "It is nonsense to oppose an emotion and rationality, even if it is proved to be an emotion, the combination of the two can work. Algorithms will never replace the creative director. I'm not worried at all about the future of creativity."

Bollore also underpinned mobile as a vital area in advertising and investing, while attempting to ensure that it is no longer seen as a separate strategy. He added that he believes that programmatic advertising will become the largest part of digital advertising.

He later expressed his satisfaction with the structure of the marketing services group, describing it as "not far from perfect" initially.

"We can change and adapt... I am considering today that our scale is ideal. We can improve but I am very satisfied that the scale of Havas."

Bollore then dodged questions regarding the merger speculation with Vivendi: "For Havas as you see it today, we have a lot of room for improvement, but we can use a partnership from time to time, but in terms of strategy today, it is a standalone one."

Bollore succeeded David Jones as CEO of Havas nearly a year ago.

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