Havas expands YouGov data deal for Converged boost

Havas has expanded its four-year partnership with YouGov to span 30 markets across the media, creative, and health networks and incorporate bespoke health insights through proprietary panel data on chronic and seasonal conditions.

The move is designed to boost the agency network’s Converged operating system, which sits at the heart of its data and insight strategy.

Launched last June, the scheme taps into a €400m commitment in data, technology and AI to build bridges between creative, media, and production, in a move designed to deliver a seamless experience for clients across the world.

It is designed to empower the group’s 23,000 workforce to work smarter and deliver integrated solutions to clients.

The expanded YouGuv partnership unites clients’ first party data with YouGov’s attitudinal and psychograph data, enabling the creation and activation of audiences at global scale with vertical-specific accuracy and a privacy-first approach.

It is claimed the deal has already improved performance in client applications by over 50% through reductions in activation time and increases in lead conversion.

As Havas continues to enhance its Converged system, the network insists it is in constant collaboration with YouGov to identify new efficiencies and drive deeper, more actionable insights across the organisation.

Havas global chief data and technology officer Dan Hagen said: “By accelerating adoption of YouGov’s data and insights, we’ve been able to build larger, smarter models, creating increasingly sophisticated audiences that can be leveraged across the entire agency network in our Converged operating system.

“For our clients, we’ve boosted performance while safeguarding customer privacy, and for our people we’ve unlocked new efficiencies that empower them to focus on more strategic tasks.”

YouGov co-founder and CEO Stephan Shakespeare added: “The enhancement of the relationship is testament to how much Havas values the quality and connectivity of our data, our pioneering products and our deep expertise. We look forward to further expanding YouGov’s partnership with Havas in the years to come as we continue to develop innovative approaches to show consumers’ reality across the world.”