Global agency Havas has partnered with Mirakl to accelerate ecommerce and retail media growth across its extensive client and agency portfolio.

By working with the French SaaS firm, Havas will aim to create a ‘powerful’ retail media network and provide access to Mirakl’s tech suite for brands around the globe.

Mirakl’s AI-powered advertising technology optimised for marketplaces and ecommerce will be made available to all the agency’s clients, who will also be able to sell across Mirakl’s owned marketplaces.

“With Havas Market we’re committed to taking a holistic, customer-centric view of our clients’ businesses to find the best solutions to create meaningful shopping experiences for consumers and drive incremental revenue for brands across all sales channels.

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“Enabling our clients’ retail transformation requires partnering with the leading providers in the industry, and with Mirakl we’re building a truly synergistic offering that will deliver growth for both our clients and our organisations,” Havas CEO, Yannick Bolloré said.

The brand agnostic platform will enable retailers to monetise audiences and optimise their digital advertising spend on ecommerce websites, without endangering their data.

Mirakl co-founder and co-CEO, Philippe Corrot added: “B2B and B2C companies have no other choice but to further digitise their activities. Platform models such as marketplaces and dropship as well as Retail Media are among the strongest levers to generate new sources of growth and profitability.

“By joining forces with Havas, we will together accelerate the adoption of the platform models at a global scale for the benefits of Consumers, Operators and Third-party sellers. The strength of the network and the expertise of Havas and Mirakl combined will create a global leader in Retail Media extending the value creation for our common customers.”