Havas has launched a new global AI-powered ‘Audience First’ content-at-scale network that aims to increase the impact content is able to deliver to brands, businesses and audiences.
The new model – named Prose on Pixels, or POP – will use AI to consolidate production capabilities across Havas’ global networks, working with agencies, clients and brands to increase audience connection by creating, scaling and personalising content to deliver the best possible business outcomes.
The new network further unifies the agency’s global networks, bringing creative, BETC, health and media studios together to operate as one united global content creation offering.
Bringing together over 550 talented creatives from across 13 locations, POP will consolidate Havas’ network of expertise and make the most of its association with the wider Vivendi Group through technology, tools and talent.
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“’Audience First’ enables us to meaningfully engage in the creative process by representing the voices the content is intended to reach,” said POP global CEO Steve Netzley.
“It also allows us to reuse, recycle and optimize assets through our scale and personalise offerings with a high degree of confidence and realistic expectation of success that we wouldn’t have otherwise.”
Global president Paul Ward said POP came about because Havas is “ambitious, hungry and [has] a unique model”.
“The idea of reducing volume, but increasing the impact of the content we make, is a strong differentiator to the competition,” he added.
Havas chairman and CEO, Yannick Bolloré, commented: “AI’s potential to accelerate the impact of the ‘Audience First’ model is truly exciting and presents a unique opportunity to deliver unprecedented business outcomes for our clients.”
