Havas Media expands Boost initiative to support north west
Havas Media Network has relaunched its Havas Boost initiative in the UK that seeks to drive change in the industry and wider society.
The scheme first launched in 2021 to support entrepreneurs from less advantaged backgrounds.
This year, Havas has expanded it to encompass three “streams”: Business, Talent and Charity. Notably, it will be focused on the north-west region of England.
It is supported by the Greater Manchester Chamber of Commerce.
Startup support
Boost Business aims to support two- to three-year-old north-west companies that show a clear purpose beyond profit and are run by people from disadvantaged socioeconomic backgrounds.
Ten applicants will be invited to pitch in a Dragons’ Den-style event during Global Entrepreneurship Week on 18-25 November.
The winning applicant will receive £150,000 of support in the form of cash, media value and resource, according to Havas. Three runners-up will benefit from non-monetary support such as networking opportunities and strategic guidance from senior Havas executives.
Mentorship scheme
Boost Talent nurtures underrepresented people in the north west entering the advertising and media industry.
In partnership with industry charity Media Trust, the six-month programme consists of one-on-one mentorship as well as “cohort support”.
Havas’ cohort-based mentoring approach seeks to provide enhanced peer learning and includes a practical project for mentees to enhance their portfolio and CV.
Campaign launch
The Business and Talent schemes launch on Monday, supported by an OOH and digital ad campaign.
Work will appear across Manchester including Piccadilly Gateway, Manchester One and Printworks, with £150,000 worth of media donated by JCDecaux, Ocean Outdoor, MiQ, Teads, Loop Me, Reach, Clear Channel and Limited Space.
It utilises Havas’ AI-powered marketing engagement platform, Converged, launched globally at Cannes in June, to identify and target the most relevant audiences.
Move to Manchester
The third pillar of the initiative, Boost Charity, comprises masterclasses given to local charities to help them build their media skills, reach and knowledge. It will launch in 2025.
Havas Boost is chaired by Havas Media chief growth officer Nick Wright and led by Havas Media’s Manchester office.
The move to Manchester is informed by YouGov research commissioned by Havas. It found that 40% of less-advantaged under-35s in the north west feel there are not good opportunities for people from lower socioeconomic backgrounds to set up a business in the UK, while just 19% of people in London feel the same way.
“Around a fifth of the UK’s advertising workforce works out of London and sometimes it can feel the economy is similarly lopsided,” said James Reddington, joint general manager at Havas Media Manchester.
“The advertising industry has a privileged position as a key growth driver of the whole UK economy, which means we have a responsibility to be the sea that lifts all boats. Our evolution and expansion of Havas Boost are part of our commitment to drive meaningful change within and outside our industry.”
Qualified entrepreneurs can apply to Havas Boost here.
Lucy Barnes, joint general manager at Havas Media Manchester, will be speaking at The Media Leader’s The Future of Media Manchester event on 26 September.
