YouGov and Havas Extend Global Data Partnership
YouGov, the international online research data and analytics technology group, and advertising agency Havas have announced the expansion of their data partnership, which powers Havas’ client insights.
In this expanded partnership, Havas and YouGov’s collaboration now supports Havas’ Village approach, integrating media, creativity, and talent collaboration to provide customers with a more meaningful brand experience.
The new deal also increases the market coverage of the partnership, from 18 to now 26 markets across the globe. Havas also expanded the relationship to encompass Havas Media Network, Havas Creative Network, and Havas Health & You agencies, allowing the entire network to benefit from the YouGov Profiles and YouGov BrandIndex data.
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YouGov and Havas also continue to collaborate on three global custom research studies for in-depth client analysis: ‘Meaningful Brands,’ a flagship survey analysing brand impact and equity over 15 years; ‘Connect,’ a study on brand association and influence throughout the consumer decision journey; and ‘Content,’ an in-depth survey on the effectiveness of over 35 content types.
The collaboration grants Havas access to YouGov’s connected living data approach, enhancing custom study data with insights from YouGov Profiles and YouGov BrandIndex. This global partnership provides Havas with continuously updated data sets.
Dan Hagen, global chief data & technology officer at Havas Media Network, said,
“As we aim to deliver upon our One Havas ambition and power the convergence of creativity, data, technology, media, and production across our global network, YouGov will be a key data partner for the future. Our expanded partnership will greatly enhance what we can offer our clients and bring in insights from key markets across Europe, LATAM, MENA, and APAC. YouGov has a global reach and connected data capabilities, which have enabled us to integrate their data at a respondent level into our data and tech platform, Converged, in markets around the world.”
Also speaking on the partnership, Steve Hatch, CEO of YouGov, shared,
“We are pleased to deepen our partnership with Havas and honoured at the level of trust they have placed in our data-driven insights. With YouGov’s unique combination of data from our proprietary panel, our connected data abilities, and our best-in-market research tools, we are proud to enable one of the world’s largest global communications groups to gain a deeper understanding of consumers and make more informed business decisions. This expansion of our partnership reflects our shared commitment to delivering the most actionable insights to companies and institutions around the world.”
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Famous Footwear Chooses Havas Media Network North America as its Media Agency of Record
Famous Footwear has announced Havas Media Network as its media agency of record. For Famous Footwear in the US, Havas Media Network North America will oversee media planning and buying. Following a five-month competitive agency review, Havas Media Network (HMN) has announced that Famous Footwear, a part of Caleres’ market-leading portfolio of global footwear brands, has selected the agency as its media agency of record for the United States.
Havas Media Network chosen as Media AOR for Famous Footwear
Havas Media will handle the company’s media planning and buying across offline and a few online platforms and channels as its agency of record for Famous Footwear in the US. Famous Footwear, which has 860 locations nationwide, will collaborate with Havas Media to increase its market share and cultural influence. Havas Media Network has a long history of working with clients in the retail footwear industry and a notable track record on a global scale. With the help of Havas Media’s CSA services in North America, the agency has demonstrated notable success in boosting in-store and online sales performance.
Using Performance Data at the core
The industry-leading Mx Process from Havas Media uses performance data at the core and people at the steering wheel to expedite success as it identifies, articulates, and activates unique consumer preferences into meaningful media experiences for clients. Converged, a proprietary data and tech platform from Havas Media, along with the largest attention data set in the advertising industry, enables Meaningful Media to connect with targeted audiences in contexts where messages can be most effectively delivered. This allows it to effectively cut through the noise and engage with consumers. In May, Havas Media Network North America and Famous Footwear will launch their first media partnership.
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Here’s what they said
Holly Campbell, Senior Vice President Marketing and Creative at Famous Footwear said,
“Famous Footwear is a brand on the move and we sought to find a partner with a broad range of skills to best complement our internal talent and capabilities and based on their experience in developing full-funnel marketing strategies that attract new customers and drive brand resonance and growth.”
Greg James, CEO of Havas Media Network North America commented,
“We’re thrilled to be working with Famous Footwear to create meaningful media experiences. We’re incredibly proud of our extensive category experience, record breaking performance deliveries, and consumer sciences expertise and are eager to activate excellence for Famous Footwear balancing performance and brand marketing.”
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