How do brands “show up” in meaningful ways in the lives of Gen Z consumers? Get yourself to gaming platforms.
That’s the key focus of a burgeoning unit within advertising giant Havas that aims to take audience targeting to new levels by tapping into gaming communities and social networks built around fandom and esports.
Angelique Hernandez, VP and portfolio lead for Havas Play, and Jarell Thompson, VP of gaming for Havas Play, explained in detail how their teams hunt for good opportunities to connect brands with gamer culture. This episode of Variety’s “Strictly Business” podcast is a good warmup for the Cannes Lions festival, set to unfold
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