INTERVIEW THE 100-DAY APPROACH 99Havas Lemz is among the most socially impactful companiesOctober. The Dutch agency’s CEO Willem Van Der Schootbelieves a unique methodology, which focuses on making an impact in 100-day stints, could be a winning formula in the 98 97 organisation. In November, we guided Timberland to Everyone now understands that business and social success are Reigersbos, which was one of our 100-Day goals. It’s a entwined, especially since we are in the middle of several major neighbourhood in Amsterdam-Southeast and aplace with crises. The problems of our time are, of course, much greater lots of creativity, but a lack of opportunity. Timberland, with than advertising alone can solve. Society is asking for companies Kazerne, developed Jamgarden Amsterdam, a community to show true commitment and drive. If you want to be successful garden where everyone is welcome to come and get together, in the long-term, your company needs a mission-driven identity garden, relax and get creative. Because gardening has proven that drives the entire business. You could say Business and to spark creativity and can bring people together from all Purpose are equal in their importance. Our B Corporation generations and backgrounds, the project helped bridge a gap in the community and created opportunities for local small group of companies that are considered the best in the talents. The reaction has been wonderful. world regarding societal issues, sustainability and transparency and we must work hard to hold ourselves to a higher standard. Have you ever applied the 100-Day approach to Lemz to Just as any business does, Havas Lemz must make sure our work has a positive impact on the world around us and our creativity is always driven by an honest determination to make a thinking. OKR stands for Objectives and Key Results. Google have been using this since their start, but for example also Bono from U2 uses it for his label RED. It is based on a quarterly Havas Lemz’s client strategy is based on helping companies rhythm, but we translated this into a 100 Days. Within Havas Lemz everyone has their own OKR’s, the Board has, and the agency as a whole has OKR’s. All these Objectives and Key Many companies have the intention to do better, but they Results are transparent for everyone. As a result, we all work struggle with implementation. We devised 100-Day, an approach together better and are more motivated, because we do what we timeframe, assessed in terms of a company’s impact on people, towards individual and common goals. So yes, we use the 100- Day approach for clients, but also for ourselves. focused on immediate goals and communicated with one, clear voice more could be achieved in the long-term. Experience shows that 100 days is a perfect work rhythm. With the client, Havas Lemz is not a traditional advertising agency that you are we take steps toward long-term goals by focusing on the short- tied to as a client. But we’re not a consultancy either, because term ones. We do this by using imagination, daring to dream and everything revolves around the power of creativity. I believe it then making that explicit through three building blocks: Be (what is a glimpse into the future for Havas. In Amsterdam we are does this company stand for?); Do (which behaviour will help it demonstrating that this approach works so that other Havas achieve its goals?); Say (how will we communicate our identity?). agencies around the world can use the same methodology. It is Asking these questions sparks valuable inspiration within a clear great that we have full support from the Group. Ultimately, our timeframe. We have a proven track record with this method, and90 Group’s meaningful positioning forms such a strong core identity, our central proposition works. Yes of course, if they want to, but they are very welcome to stay Which clients have utilised and grown from the 100-Day We have been using this approach for three years now. This year we won new clients including IKEA Social Entrepreneurship, methodology. Our partnership with Justdiggit, which makes dry88 land green again, has led to the worldwide expansion of this 44