Havas is bolstering its data capabilities by signing a new 5-year deal with marketing intelligence firm Funnel, providing both data organisation and quality to power the French-owned agency giant’s entire 23,000-strong workforce in over 100 countries.
As data quality becomes a key driver of both AI and personalisation, the deal expands on an existing partnership between Havas Media Network and Funnel, with the increased remit coming as Havas evolves the Media Network’s audience planning tool into a unifying operating system for the entire communications group.
In June last year, Havas’ unveiled its global Converged strategy, which 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.
At the time, Havas chairman and CEO Yannick Bolloré (pictured) said: “Converged is a collective journey, as it marks a further acceleration in our growth journey, representing a cultural shift that will resonate across every level of our organisation and ensure the success of our clients and partners.”
As Havas seeks to accelerate data quality at scale across the group, it insists clients will benefit from improved insights and reporting as it leverages Funnel’s Data Hub to run the management, monitoring and troubleshooting of its data sources.
Havas global chief information officer Xavier de Bloteau said: “Funnel has been a valued partner to Havas Media Network for many years in transforming data from our partners into value for our clients. As we enter the next stage of our data-driven transformation, our expanded remit with Funnel will enable us to put high-quality data at the centre of our entire group, fuelling AI-driven decisioning and automation and delivering better solutions faster to the brands we champion.
“With today’s complexity of collecting, measuring and analysing full-funnel marketing data from both offline and online channels, Funnel’s AI-powered model provides a modular solution that is flexible for all technology stacks. Havas will utilise Funnel to monitor and troubleshoot data while exploring new capabilities to streamline its workflows and strengthen its data integration.
Funnel was founded in Stockholm in 2014 and now has over 300 employees, with a client list that includes Adidas and Sony. Through its platform, users can automatically collect, model, visualise, and analyse data from over 500 marketing platforms.
Co-founder and CCO Pelle Made commented: “Havas has placed great trust in Funnel by renewing and expanding our partnership at this critical phase in their data transformation. We cannot wait to reward that trust by integrating our advanced technology into their Converged operating systems, enabling Havas to supercharge data quality at scale.”
The global marketing technology market, of which Funnel is a part, reached an estimated $407bn in 2024 and is projected to grow at a CAGR of 8.15% and hit $823bn by 2033.
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