Havas expands global partnership with YouGov
Havas and YouGov are expanding their partnership to 30 markets. The goal is to integrate customer and market data more deeply to enable automated targeting across media, creative, and health sectors.
The international agency network Havas and the market research company YouGov are intensifying their strategic partnership. The cooperation, which began four years ago, will now be extended to a total of 30 countries. The focus is on data-based targeting in the areas of media, creative and health. In addition to first-party data from customers, YouGov panels, for example on chronic or seasonal illnesses, also form the basis.
As part of Havas' "Converged Strategy", which aims to more closely integrate data and technology, the findings are integrated into the in-house, AI-supported Converged Operating System. The aim is to automate the creation and activation of target group profiles on a global level. The connection with YouGov data should not only enable greater precision, but also achieve shorter activation times and better conversion rates. According to Havas, the models used have led to an increase in performance of over 50 percent in customer applications.
"We were able to increase performance for our customers while ensuring data protection at the same time," explains Dan Hagen, Global Chief Data and Technology Officer at Havas. At the same time, automation enables more efficient processes, allowing employees to focus more on strategic tasks.
YouGov CEO Stephan Shakespeare also emphasizes the strategic value of the cooperation with Havas: "The deepening of our partnership shows how much they appreciate the value of our high-quality and networked data, our pioneering products and our comprehensive expertise." The aim is to further expand the collaboration in order to understand consumer behavior even more precisely in the future.
