Leveling Up: How Gaming and Creators are Shaping the Future of Marketing to Gen Z

Authenticity Reigns: Havas Play's Game-Changing Strategies to Connect Brands with the Gen Z Revolution

In the evolving landscape of digital marketing, connecting with Generation Z is a pivotal challenge for brands. Havas Play, a forward-thinking division of the advertising powerhouse Havas, is honing in on this demographic by leveraging the vibrant world of gaming and online communities. Executives Angelique Hernandez and Jarell Thompson are at the forefront of this innovative approach and shared valuable insights about their strategies during a conversation at the Variety Entertainment Marketing Summit.

Hernandez, the Vice President and portfolio lead for Havas Play, emphasized the changing dynamics of creator partnerships in the gaming sphere. In a world where creators can now monetize their content without needing brand sponsorships, the landscape is more diverse and dynamic. Platforms like TikTok and Instagram allow influencers to fully control their narratives and engage directly with their audience. “It’s a telling sign of the marketplace evolution,” Hernandez noted, highlighting how creators are not just content producers but also experts on the platforms themselves. As a result, brands are increasingly seeking these creators for campaigns to effectively reach and resonate with younger consumers.

However, navigating this digital terrain is not without its hurdles. Thompson, who serves as the Vice President of gaming for Havas Play, explained the crucial aspect of brand safety in content creation. With the potential for a viral moment turning sour, Havas Play implements rigorous vetting processes to ensure that brands are matched with the right creators. “We have an in-depth process where we vet creators, conducting thorough research to connect brands to the safest and most relevant influencers,” Thompson said. This precaution is especially important for conservative brands, such as those in finance, which require a more cautious approach in their partnerships.

Adding depth to this discussion, Shab Azma, CEO of talent management firm ARC Collective, provided insights from the creator's perspective. He pointed out that influencers are now increasingly aware of their worth and the control they have over their content. Azma remarked on the shifting landscape of traditional television versus digital content, stating that digital natives are producing work that rivals traditional broadcasts in quality. “There’s a time and a place for traditional television, but that is breaking,” he noted. This shift means many influencers prefer to forge their own paths, where they can maintain ownership of their content and explore various platforms like podcasts, live streaming, and consumer products.

The push towards ownership has sparked a new wave of creativity in which influencers have become central figures in the content creation ecosystem. As they cultivate their followings, these creators are not just passive participants in a marketing strategy but proactive pioneers of their brands and identities. Azma pointed out a “flywheel” effect, where the talents nurtured within this ecosystem can branch out into different avenues, from merchandise to events, all while retaining creative autonomy. This empowerment has made the influencer economy a compelling avenue for brands looking to engage younger audiences authentically.

As the conversation wrapped up, the overarching message from Hernandez, Thompson, and Azma was clear: the future of marketing lies in understanding and embracing the unique dynamics of online communities. For brands keen on tapping into the loyalty and enthusiasm of Gen Z, building authentic relationships with creators in the gaming and digital spaces is essential. With platforms that allow for greater control and creative freedom, influencers are redefining the boundaries of content and brand collaboration, making it an exciting era for both marketers and audiences alike.

In summary, Havas Play is navigating the intersection of gaming and marketing with remarkable strategies aimed at connecting brands with the next generation of consumers. By focusing on the caliber of creator partnerships, emphasizing brand safety, and championing the desire for ownership among influencers, they are paving the way for a more synergistic approach to digital marketing. As the talent landscape evolves, brands must adapt, innovating their methods to resonate with today’s digitally savvy audiences. With partnerships grounded in authenticity and shared values, the possibilities for brands to thrive and engage in meaningful ways are endless.