Havas is launching a new global network called Adcity focused on connecting brands and consumers across everyday life activities, through both Out of Home (OOH) and local cross media communications.
Adcity applies consumer understanding to data activation, media convergence, and new technologies and interactions with clients. The agency delivers innovative solutions for brands, including cross media and programmatic, to drive both impact and engagement with consumers on the move.
Adcity now deploys operations across 35 offices via 300 local experts across Europe, Asia, North America and Latin America. The global roll-out will see additional offices opening in Europe, US and Asia. In addition, in order to implement fully integrated solutions for clients, the new network will work closely with other Havas Group pure players, including Socialyse (urban communities), Mobext (cross mobile activation) and Ecselis (performance marketing).
Matthieu Habra will be leading the new global network. Previous to his success at Havas, Habra led Posterscope, the OOH entity of Aegis Media France, and then Screenbase, the digital OOH structure at Posterconseil group, before joining Havas as Co-Président of Havas 360, then managing director of Havas Media France. Habra reports into the global senior management team at Havas, and will be responsible for strategy, innovation and network deployment.
Habra said “With its vision of audience planning, Adcity offers clients a data-driven approach thanks to its exclusive, proprietary technology platform Adcity Solutions, now deployed internationally. Adcity Solution integrates consumer socio-demographic, behavioral, mobility and media data to more efficiently accompany clients through a perfect understanding of their business challenges and their consumers at their most granular geographic level in each country."
He added with the exponential increase in the digitalisation of media, the arrival of new technologies, and real-time data have profoundly transformed the way clients approach OOH and local communications.
"Adcity will further enhance its worldwide data approach, most notably with the inclusion of mobile data,” he added.
Adcity was first launched in December 2014 in France, where it now has more than 100 employees across sic local offices. With an exclusive geo-data approach, the agency is the first data-driven, cross-channel, above-the-line/below-the-line, geo-local expert. Fully focused on ROI and results, Adcity activates media, data and creative for local and multi-local clients, across outdoor and integrated campaigns.