January 25, 2023
Havas, YouGov Expand Partnership
- by Steve McClellan @mp_mcclellan, May 28, 2024
Havas and online research company YouGov have expanded a partnership that began over a decade ago.
The expanded collaboration will cover 26 markets across the globe, up from the previous 18.
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Under the revised arrangement, all of the holding company’s major units -- Havas Media Network, Havas Creative Network and Havas Health Network agencies -- have access to the YouGov Profiles and YouGov BrandIndex data.
YouGov and Havas will continue to collaborate on three global custom research studies:
“Meaningful Brands”: Havas’ flagship survey, with over 15 years of analysis of brands’ impact and equity based on consumer perceptions and expectations across personal, functional, and collective benefits
‘Connect’: a study of brand association and influence across different stages of the consumer decision journey, leveraged to provide insights to clients and powering a number of scenario planning tools
‘Content’: an in-depth survey on content effectiveness and exploration of more than 35 content types across association, performance, and expectations
Dan Hagen, global chief data & technology officer, Havas Media Network stated, “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 has enabled us to integrate their data at a respondent level into our data and tech platform, Converged, in markets around the world.”
