Havas Expands Deal for Access to YouGov Data

A year on from their last announcement, YouGov and marcoms group Havas have again expanded their partnership, adding another four global markets and further panel data on health conditions.

Founded in 1835 in Paris, Havas is one of the world's largest global communications groups, with nearly 23,000 people operating in over 100 markets. YouGov has operations in the US, the Americas, Europe, the Middle East, India and Asia Pacific, and boasts a panel of millions of registered members across 55 countries, with data covering some 18 million shopping trips and millions of interconnected data points.

The partnership already gives Havas access to YouGov's continuously updated 'Living Data', and the firms collaborate on three global custom research studies which are used internally and to fuel analysis for Havas' clients. The expanded deal spans 30 markets across the Media, Creative, and Health networks and incorporates bespoke health insights through proprietary panel data on chronic and seasonal conditions. Boosting Havas' Converged strategy, the partnership now couples 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.' Havas says this has improved performance in client applications by over 50% through reductions in activation time and increases in lead conversion.

Dan Hagen, Havas' Global Chief Data and Technology Officer, says the growing collaboration has allowed the marcoms group 'to build larger, smarter models, creating increasingly sophisticated audiences that can be leveraged by the entire Havas network in our Converged operating system.'

Stephan Shakespeare (pictured), co-founder and CEO of YouGov, comments: 'We're incredibly proud of YouGov's work with Dan and his team at Havas since our partnership started four years ago. The enhancement of the relationship is testament to how much they value 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.'

Web sites: www.havas.com and www.yougov.com .