Havas has acquired UK-based global digital data agency DMPG to power clients’ marketing, data and tech transformations.
The buyout will give the group’s clients access to additional data capabilities, delivering what it describes as “unprecedented business impact” across all Havas marketing activities.
DMPG will be strengthening data, tech and analytics capabilities across all three of Havas’ global practices (media, creative and health), while also accelerating its global Converged strategy.
With a client roster which include TUI, The Economist, River Island and Center Parcs, the digital marketing specialist offers a wide range of tech services such as digital analytics optimisation and omnichannel data activation support.
“The acquisition of DMPG strengthens our ability to support clients’ essential data and technology transformations and further accelerates our Converged global strategy,” said Havas CEO and chairman, Yannick Bolloré.
“[This will help] us to deliver even more effective omnichannel marketing solutions, combining media, content, CRM, and so much more.”
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DMPG will integrate into the agency as part of Havas Media Network’s data, tech and analytics consultancy, CSA, bolstering the current offer. DMPG managing director Steve Carrod will retain the same job title, reporting to Chris Attewell, CEO of Search Laboratory and CSA lead in the UK.
Havas Media Network UK CEO Patrick Affleck said: “DMPG will enable our clients to extract more value from their significant martech investments through more effective implementation.
“As brands accelerate their own transition to being more customer-centric organisations, DMPG will help our clients design and execute more connected customer journeys and experiences that lead to improved business performance.”
DPMG founder and managing director Steve Carrod added: “The importance of first-party data coupled with the role media agencies now have versus previous years means we need to get closer to media agencies.
“Connecting the customer journey is incredibly important to us and to Havas Media Network UK, so we’re delighted to find a natural home. With a strong foothold in the US and worldwide for both DMPG and Havas, there’s tremendous opportunity to scale such solutions globally and add enormous value for clients.”
The addition of DMPG to the CSA portfolio is the latest in a series of strategic data and tech-focused investments for Havas.
In 2021, it acquired Search Laboratory, a data-driven digital agency and Google marketing platform reseller. Two years later, an expanded Adobe partnership allowed all Havas agencies to leverage Adobe generative AI more effectively.
Image: From left to right – Steve Carrod, founder and managing director, DMPG; Tom Marianczak, founder and head of technical services, DMPG; Patrick Affleck, CEO of UK and Ireland, Havas Media Network UK
