Interview: Maria Garrido, Havas Media Group

The advertising business is at a tipping point, says Maria Garrido, Chief Insights and Analytics Officer at Havas Media Group and CEO of Havas X, an innovation unit. The problem is that the majority of content created by advertisers today is “irrelevant clutter”, according to the recent Meaningful Brands study by Havas Media Group.

“We’re in a difficult space where brands have to find better ways to engage with people and step out of traditional advertising models,” says Garrido, who runs a team of 200 people across over 40 countries. The Havas team conducts proprietary analysis and performance measurement on how advertising is working to help better meet the business objectives of Havas’ clients, the brands themselves.

Garrido’s solution to the “clutter” problem is to…