Havas is enhancing its global data and analytics partnership with YouGov, expanding coverage from 18 to 26 markets.
This broadened alliance will leverage Havas Media Network, Havas Creative Network, and Havas Health & You agencies, allowing Havas’ entire brand network to benefit from YouGov Profiles, YouGov Brand Index data, and connected living data.
The initiative aligns with Havas’ village approach, integrating creative, media, and talent collaboration under one roof.
The partnership will build on three custom surveys: Havas’ flagship Meaningful Brands survey, which explores brand equity and its impact on consumer perceptions; the Connect survey, which examines brand association and influence throughout the consumer decision journey; and the Content survey, which analyzes content effectiveness.
“As we strive to fulfill our One Havas ambition and drive the convergence of creativity, data, technology, media, and production across our global network, YouGov will be a key data partner for the future,” said Dan Hagen, Havas Media Network’s global chief data and technology officer.
“Our expanded partnership will significantly enhance what we can offer our clients, bringing insights from key markets across Europe, LATAM, MENA, and APAC. YouGov’s global reach and connected data capabilities have allowed us to integrate their data at a respondent level into our data and tech platform, Converged, in markets around the world,” he added.
YouGov CEO Steve Hatch expressed his satisfaction with the deepened partnership, saying he was “honoured” by the trust placed in YouGov’s 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,” he said.
“This expansion of our partnership reflects our shared commitment to delivering the most actionable insights to companies and institutions worldwide.”
