On right this moment’s episode of Selection’s “Strictly Business” podcast, Havas Play executives Andrea Isaac and Juliet Tierney focus on insights on reaching Gen Z and Gen Alpha customers — and the variations that distinguish them.
The senior leaders of the branded content material and experiential advertising and marketing unit of promoting large Havas focus on the ocean change in advertising and marketing priorities and the necessity to faucet into tradition and throughout a variety of fan communities. The important thing challenge for giant manufacturers is studying to “understand strategy from a culture standpoint” in methods which are radically completely different from previous practices, says Isaac, who’s Havas Play’s managing associate for North America.
Andrea Isaac
Savion Washington/Selection through Getty Pictures
“We think of fandom as the infrastructure of culture,” Isaac says.
Now that streaming video and on-line communities have enormously fragmented tradition it’s more durable to achieve massive swaths of customers with conventional TV spots and journal pages.
“It’s not happening in one place, in one moment,” she says. “For us, fandom is the infrastructure, the layer that interconnects how people are actually living their lives today.”
Tierney, who’s senior VP of partnerships and tradition technique, described {the marketplace} for manufacturers at present second of transformation as being akin to “a high school cafeteria.” Isaac and Tierney and spoke with Selection’s Jennifer Maas in a dialog held April 22 as a part of the annual Variety Entertainment Marketing Summit.
“I like to think about the whole media ecosystem, if you will, as like a high school cafeteria — like different high school cafeterias. They all look different and there’s different social currency among them,” Tierney says. “And there’s always some people in that environment that can bridge the gap between these different groups and these different communities. The brands that can do that are going to be very successful.”
“Strictly Business” is Selection’s weekly podcast that includes conversations with business leaders in regards to the enterprise of media and leisure. Click here to sign up for our free, weekly “Strictly Business” newsletter. New podcast episodes debut each Friday and could be downloaded at Apple Podcasts, Spotify, Amazon Music and extra.
Pictured high: Andrea Isaac (left) and Juliet Tierney at Selection‘s Leisure Advertising and marketing Summit in Beverly Hills on April 22, 2026
