Havas Acquires MFG Labs, Enhances Analytic Reach

In a bid to strengthen its Big Data analytics capabilities, Havas Media has acquired Paris-based MFG Labs for an undisclosed price.

The firm was founded by two French mathematical researchers -- Pierre-Louis Lions and Jean-Michel Lasry -- who are credited as key developers of the “Mean Field Game” theory of strategic decision-making and its application to the business and finance sectors.

Havas said the MFG Labs team of mathematical researchers would support the work of its existing data management platform Artemis and its trading desk Affiperf.

MFG’s recent work includes the development of Warner Bros.’ social media management platform in France, My Warner, said to be the core of the studio’s digital strategy in the market.

The acquisition will enable MFG to expand its service to Havas Media hubs in the U.S., the U.K., Latin America and the Asia-Pacific regions, Havas said.

According to Dominique Delport, global managing director of Havas Media Group, the acquisition will help the agency in its effort to integrate data and content. “With the increasing importance of consumer engagement platforms pushing brands beyond traditional media, the two disciplines are totally interconnected,” she stated.

MFG is the second data analytics firm recently bought by Havas Media. The acquisition, which took effect today, follows the agency’s deal last month to buy ElisaDBI, with offices in the UK and Spain.

Data analytics is becoming increasingly important to marketers for developing marketing strategies and demonstrating ROI. Last November, Havas Worldwide was awarded Unilever’s global data business. At the time, Havas indicated that the scope of the assignment was to combine and analyze data from the client, which could include global sales and inventory levels and a host of other metrics.

Havas would then add third-party data from outside research and analytic firms and social media conversations that track in real-time what consumers are saying about Unilever.

Havas CEO David Jones said the idea is to “package it into the marketing structure” at the client for better and quicker consumer insights and subsequent responses. The Unilever win, he added, was one example of how “data and technology are re-writing the rules for the whole world of retail.”

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