James Wright became CEO of Havas Group ANZ in mid-July this year, a promotion that added to his existing titles of global CEO for Havas Red and global chair of the Havas PR Network. Clearly, not a CEO content to rest on those laurels nor to keep doing what has always been done. He has orchestrated a new positioning for Havas Group ANZ. Deliberately Different launched today (see story below). The Stable asked Wright to detail what Deliberately Different means for Havas, for Havas’ creative work, and for Havas’ clients. Here is what he said:

The Stable: What does Deliberately Different mean for creativity from Havas agencies? What are the Deliberately Different creative priorities?

James Wright: Deliberately Different is about creativity that stands out in a world of sameness. It means ideas with purpose, meaningful integration that works, and a challenger mindset that rejects complexity for simplicity. For us, creativity isn’t just clever – it’s culturally relevant and designed to make an impact. When automation and algorithms dominate, originality becomes the most valuable currency.

The Stable: “Brave, bold meaningful work that subverts expectations” is not always easy to sell to clients. How will you avoid this becoming an empty promise?

James Wright: We avoid empty promises by acting with intent and proving the value of bold ideas. Our approach is rooted in partnership – listening deeply, co-creating, and backing creativity with strategy, data, and effectiveness. When clients see that brave work drives growth and cultural traction, the conversation shifts from risk to opportunity. It’s not rhetoric; it’s results.

The Stable:  What do you see as the most important tangible benefits (in practice) for Havas clients from Deliberately Different?

James Wright: The biggest benefit is clarity and impact. Deliberately Different means integrated solutions without losing individuality – one team, one outcome. In practice, that translates to faster decision-making, creativity that cuts through compressed customer journeys, and work that balances short-term performance with long-term brand building. Distinctiveness isn’t a nice-to-have; it’s a growth driver.

The Stable: It has been a tough year for holding companies. How do you think holding companies have let themselves down?

James Wright: The industry’s rush to consolidate has created a landscape of sameness. Integration became a hollow word, and, in many cases, it has flattened creativity and added complexity for clients. Holding companies can let themselves down by prioritising scale over agility and individuality. Clients don’t want to manage and navigate an ever-changing holding company that continues to put its agencies together – they want simplicity, speed, and creativity that matters. For ourselves 2025 has been a good year, our diversified agencies and services are performing well overall, indeed many of our agencies have had superb years and for others it has been a resilient year despite facing some challenging headwinds.

The Stable:  What do you hope to see from Havas Group ANZ by this time next year?

James Wright: By next year, I want Havas ANZ to be seen and understood as ‘deliberately different’ that sets the benchmark for integration done right – one Village, one team, delivering work that matters. Success will mean a portfolio of bold, meaningful campaigns, a culture that attracts and retains the best talent, and partnerships that simplify complexity for clients. While others talk about change, we’ll keep building it into our operating system.