Research data group YouGov and communications group Havas have expanded from 18 to 26 markets across the globe.
Havas also expanded the relationship to encompass Havas Media Network, Havas Creative Network and Havas Health & You agencies.
YouGov and Havas collaborate on three global research studies to provide analysis to clients:
- 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 into 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.
The collaboration provides access to YouGov’s connected living data approach, which allows data from its custom studies to be enhanced with insights from YouGov Profiles and YouGov BrandIndex.
This global partnership gives Havas access to continuously updated data sets.
Havas Media Network global chief data and technology officer Dan Hagen said as we aim to deliver upon our One Havas ambition 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," Hagen said.
"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.”
YouGov CEO Steve Hatch said the group is pleased to deepen its partnership with Havas.
"With YouGov's unique combination of data from our proprietary panel, our connected data abilities and our 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," Hatch said.
"This expansion of our partnership reflects our shared commitment to delivering the most actionable insights to companies and institutions around the world.”
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