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Havas and YouGov expand global partnership to decode consumer behavior

AI-powered audience targeting and health data integration are reshaping campaigns. How Havas and YouGov turned insights into 50% better performance for clients.

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1 min read
The image shows a whiteboard with the words "Learning Analytics Personalization" written on it,...
The image shows a whiteboard with the words "Learning Analytics Personalization" written on it, along with diagrams and text that illustrate the concept of personalization and ethics.

Havas and YouGov expand global partnership to decode consumer behavior

Havas and YouGov have deepened their four-year partnership to better understand consumer behaviour worldwide. The collaboration now spans 30 markets, integrating YouGov’s data into Havas’ Media, Creative, and Health networks. Both companies aim to reveal ‘consumers’ reality’ through advanced data-driven methods.

The partnership began four years ago and has since focused on blending Havas’ first-party data with YouGov’s attitudinal and psychographic insights. This integration powers Havas’ Converged operating system, enabling faster activation and sharper campaign strategies.

Automation has played a key role, with AI-driven audience creation improving client campaign performance by over 50%. The system also frees up Havas’ teams to concentrate on more strategic work while maintaining customer privacy. Recently, the expansion included access to YouGov’s proprietary health panels. These provide detailed insights into chronic and seasonal health conditions, broadening the partnership’s scope. Stephan Shakespeare, YouGov’s co-founder and CEO, highlighted the growth of the collaboration and its potential for further development. Dan Hagen, Havas’ Global Chief Data and Technology Officer, has led the push to adopt YouGov’s data more widely. The results include better lead conversion, more actionable insights, and stronger performance for clients at scale.

The strengthened partnership delivers faster, more effective campaigns while protecting privacy. With access to YouGov’s health data and expanded market reach, Havas can now refine strategies across multiple industries. Both companies continue to explore new ways to turn consumer insights into measurable results.

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