Havas Media Group To Use FreeWheel In U.K., France

Havas Media Group has signed a multi-year agreement for its agencies to use FreeWheel’s Strata platform for media buying and management business in the United Kingdom and France.

Havas said it chose the Comcast-owned FreeWheel platform after a competitive review conducted last year, based on factors including Strata’s modular architecture enabling “seamless API connections” with data, financial and internal agency systems platforms.

“The modular principle applies particularly well to a global network such as Havas, where the platform can be tailored locally, at a market level. As such, it is well-suited to meet Havas’ needs in EMEA and beyond,” Havas stated in its announcement.

The two companies have been working on a phased deployment of the software that went live in France late last year and that launched in the UK in Q1 2020.

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