Redefining audience-first production.
Havas POP reimagines its content supply chain to scale global campaigns with local impact.
+20%
cost reduction in digital asset execution in 18 months
+30%
faster time-to-market for translation using AI and copy reuse
Double-digit
increase in asset reuse across markets in 1 year
“Adobe Workfront is the orchestration layer for our entire studio ecosystem. That’s how we achieve true borderless production.”
Gregory Roekens
Chief Technology Officer, Havas POP
Leading with curiosity to transform global content.
When Camila Nakagawa reviews a campaign brief, she sees more than a list of deliverables. She sees a chance to tell stories that resonate and move across borders with purpose.
Her perspective comes from lived experience. “I truly believe that being from Brazil in a European country, is my superpower,” she says. “When you move countries, everything is new and you constantly need to observe, learn and adapt. And isn’t that what our work is also about?”
As Global Executive Vice President of Havas Prose on Pixels (POP), Nakagawa applies that mindset to a transformation that redefines global content creation. As the AI-powered global content at scale network of Havas, POP helps agencies and brands such as TikTok, JBL and LVMH to deliver high-impact content that is relevant across markets.
Making possible that required a shift in thinking about how teams work — breaking silos, simplifying workflows and building a more connected, responsive model for creative production.
“World-class clients expect world-class partners. Adobe offered the security, governance and innovation we needed to evolve.”
Camila Nakagawa
Global Executive Vice President, Havas POP
Bringing order to the art of production.
Havas POP’s 14 global studios were fast-moving and innovative, but without a consistent way of working, too much time went into staying aligned. Teams used different tools and processes, visibility was limited and creative leads often stepped in to manage tasks that could have been automated. As demand for personalised content at scale accelerated, Havas saw an opportunity to work more efficiently, without compromising creativity.
That transformation aligned with Havas Converged.AI, the company’s fully AI-enabled approach that fuses talent, capabilities, platforms and expertise to deliver cross-functional, integrated solutions. By applying its principles to deliver seamless and effective communications solutions across Havas POP’s production network, the team laid the foundation for a more connected, agile content supply chain.
To bring that model to life, Havas POP turned to Adobe. The Adobe platform is anchored by Adobe Workfront and Adobe Experience Manager Assets providing the structure, flexibility and innovation needed to unify production workflows and scale content across markets.
To extend that impact even further, Havas POP is testing Adobe GenStudio for Performance Marketing. Integrated directly into the team’s performance marketing workflows, GenStudio for Performance Marketing will enable them to manage creative production and activation in one place, with built-in brand compliance checks and image validation tools that are now embedded into Workfront and Adobe Photoshop.
The team's been testing GenStudio for Performance Marketing to generate social campaigns, edit and preview assets in real time and get AI validation on brand voice, accessibility and platform readiness — all in a single workflow. Initial results showed that ads powered by GenStudio for Performance Marketing outperformed other versions, reinforcing the potential of this approach.
Chief Technology Officer Gregory Roekens helped design the integrated studio infrastructure and define the technology strategy behind Havas POP’s borderless model. As the strategic architect of the transformation, he’s focused on aligning people, platforms and processes to deliver true creative agility at scale. “We’re unifying our studios under one scalable, tech-enabled framework that eliminates legacy systems and connects our teams globally,” he says. “The Adobe platform gives us the foundation to do that.”
“World-class clients expect world-class partners,” adds Nakagawa. “Adobe offered the security, governance and innovation we needed to evolve.”
“The next step for us is bringing creative excellence and operational intelligence even closer together. Adobe GenStudio for Performance Marketing will accelerate how we make that happen.”
Camila Nakagawa
Global Executive Vice President, Havas POP
Putting the new system to the seasonal test.
Havas POP’s connected content supply chain relies on Workfront integrated with Experience Manager Assets to manage the entire content lifecycle, from intake and approvals to publishing and reuse. The integration brings structure, visibility, governance and efficiency to global production.
A major Christmas campaign for an UK retailer showcased this foundational model in action. Briefs, tasks and workflows moved through Workfront via real-time dashboards, while final assets were automatically published in Adobe Experience Manager Assets. The AI capabilities in Workfront automatically applied metadata and smart tags, enabling efficient asset reuse and making everything easily searchable for future campaigns.
“Adobe Workfront is the orchestration layer for our entire studio ecosystem,” says Roekens. “It allows a project to start in one market, move seamlessly across time zones or automation systems and land where it needs to be, whether that’s New York, London, Paris, Prague, Chennai or San Jose. That’s how we achieve true borderless production.”
Overall, content delivery is now faster and more cost-efficient across regions. By eliminating manual processes and scaling automation, POP has significantly reduced production costs by 20%. At the same time, centralising asset management with structured metadata and taxonomy has driven a double-digit increase in reuse across markets, creating consistency and efficiency globally.
And just as importantly, departments that once worked independently are now aligned.
“This kind of integration with Adobe removes the friction,” says Roekens. “We’re not chasing files or trying to track who’s done what any more. Everyone is working from the same system, with the same visibility. It lets us move faster without sacrificing control.”
Where intelligent systems unlock creative freedom.
That clarity and cohesion behind the scenes creates space for something even more powerful: creativity at scale. With the right systems in place, teams are free to move faster, experiment more and push ideas further, especially as generative AI becomes an everyday part of the creative process.
Building on these successes, Havas POP has also applied its Adobe-powered content supply chain to accelerate local content adaption, for instance for a large global computer brand. By integrating Workfront with Experience Manager Assets, the team created a unified workflow that connects the client global brand team with their local marketing hubs, ensuring consistent delivery while preserving regional nuance. Automated routeing, smart metadata and AI-assisted asset generation significantly reduced manual steps, allowing the computer brand to launch multimarket product campaigns faster and with greater consistency. This model not only increased visibility and governance across the creative ecosystem but also demonstrated how a scalable, tech-enabled content supply chain can support continuous storytelling in a highly competitive consumer electronics landscape.
Havas POP adopted Adobe Express as a training and enablement tool, helping internal teams and clients quickly generate localised content using intuitive templates and automated translation features, dramatically reducing translation timelines and speeding up delivery by 30%. The team also uses Adobe Firefly to support secure, enterprise-ready generative AI workflows. This enables them to experiment with visuals confidently while maintaining governance, IP protection and brand consistency, unlocking new levels of efficiency.
This as a natural progression of the strong foundation POP has built.
“The next step for us is bringing creative excellence and operational intelligence even closer together,” says Nakagawa. “Adobe GenStudio for Performance Marketing will accelerate how we make that happen, turning data and automation into meaningful storytelling at scale.”
A culture that amplifies creativity.
While technology has accelerated Havas POP’s transformation, culture remains the driving force behind its success. Nakagawa credits that progress not just to platforms and processes, but to the people leading the change.
“Havas understands the balance between people and technology,” she says. “The company invests in both and that’s what makes this work possible.”
Adobe tools have helped create the space for that culture to thrive. With stronger systems in place, collaboration feels less like co-ordination and more like creation.
To support adoption at scale, Havas built a comprehensive enablement programme. The team used Adobe Digital Learning Solutions to launch customised portals tailored to different roles, including makers, studio leads and account reps. They led in-person training, shared demo videos and enabled internal trainers to scale learning. These efforts helped teams shift behaviours, embrace new workflows and turn change into momentum.
Now, Nakagawa and Roekens are focused on scaling the model and expanding its impact. GenStudio for Performance Marketing will continue to evolve and new frameworks for measurement and performance marketing will enable even smarter, more responsive decision-making.
The transformation is ongoing, but the mission is clear: help brands tell stories that matter and make them matter to the people who hear them.
“To create content that truly connects, you have to stay open and ready to adapt,” says Nakagawa. “That’s how we work every day. With the right people, the right tools and partners like Adobe, we can move faster and tell stories that resonate.”
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