YouGov and Havas Extend Global Data Partnership to enhance global consumer insights

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.

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.

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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.”

SOURCE: Campaign