Havas is strengthening its offering with the acquisition of digital, tech and data specialist DMPG, as part of its plan to accelerate the group’s “converged” global strategy to deliver even more effective omnichannel marketing solutions to clients across disciplines.
DMPG has an impressive client base, including TUI, The Economist, RS Group, Boden, River Island, and Center Parcs, with around 50 staff across three offices in the UK, Canada and Australia, although so far it has maintained a very low profile in the media.
It was founded 11 years ago by former Hewlett-Packard marketing manager Steve Carrod and technical consultant Tom Marianczak, who first worked together at Dutch IT services company Adversitement in 2012 before setting up the business in 2013.
At Havas, DMPG will join the organisation under Havas Media Network’s data, tech and analytics consultancy, CSA. It will work across Havas’ three global practices, media, creative and health, which will have access to data capabilities that deliver and measure business impact across their omnichannel marketing activities.
DMPG’s suite of digital data and tech services include customer experience strategy; digital analytics design; implementation and adoption; experience optimisation programme creation; execution; and omnichannel data activation support. It is also a certified partner of Adobe, Google, Tealium, ObservePoint, Optimizely and Treasure Data among others.
The acquisition is aimed at further bolstering Havas’ existing data, tech and analytics capabilities that sit within CSA. Launched in 2023, CSA now encompasses more than 400+ data experts across 20+ countries delivering end-to-end data and technology solutions rooted in meaningful business growth.
CSA services clients at all stages of data maturity by combining experts with advanced technology to generate actionable insights from clients’ data to drive more value from their investment in digital and media.
The addition of DMPG to the CSA portfolio is the latest in a series of strategic data and tech-focused investments for Havas. In 2021, Havas acquired Search Laboratory, a data-driven digital agency and Google Marketing Platform Reseller. In 2023, Havas expanded its partnership with Adobe to enable all of its agencies to use Adobe generative AI and more effectively deliver personalised customer experiences.
The acquisition of DMPG, an Adobe top 3 recommended independent, further strengthens Havas’ strategic partnership with Adobe and enhances its ability to better advise clients on their investments in the platform across creativity, media and production.
DMPG managing director Steve Carrod will retain the same job title, reporting to Chris Attewell, CEO of Search Laboratory and CSA lead in the UK.
Havas chairman and CEO Yannick Bolloré said: “We are thrilled to welcome Steve, Tom and the entire DMPG team to the Havas family. The acquisition of DMPG strengthens our ability to support clients’ essential data and technology transformations and further accelerates our converged global strategy, helping us to deliver even more effective omnichannel marketing solutions, combining media, content, CRM, and so much more.”
Carrod added: “The importance of first party data, coupled with the role media agencies now have compared to previous years, means we need to get closer to media agencies.
“Connecting the customer journey is incredibly important to us and to Havas Media Network UK, so we’re delighted to find a natural home. With a strong foothold in the US and worldwide for both DMPG and Havas, there’s tremendous opportunity to scale such solutions globally and add enormous value for clients.”
The terms of the deal havde not been disclosed.
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