Havas Launches Creative Analytics Practice

Havas Health & You, the marcoms group's healthcare and wellness arm, has partnered with personalized video content creation platform VidMob to launch a Data Science practice.

Havas Health & You combines various agencies including Havas Health Plus, with the consumer health businesses and practices of Havas Creative Group. The new practice will boast one of the broadest category-specific data sets in the creative data field. Greg Erdelyi, Director of Agency Partnerships at VidMob, says the combination of Havas Health & You's creative expertise and his firm's technology platform should serve as a model for how agencies can grow a modern, data-driven digital practice.

VidMob's solutions, built on proprietary machine learning and integrated with social media platform APIs, allow a network of 'creators' to understand which creative attributes are driving performance. The partners have also worked together to launch a platform through which clients can use machine learning and computer vision technology to analyze their ad catalogues, tag all possible creative attributes on a frame-by-frame basis, and then compare that attribute data to performance data in order to uncover insights on the performance of advertising creative.

Donna Murphy, Global CEO of Havas Health & You, comments: 'First-party data systems are a priority for clients in today's landscape, with creative data marking an important new frontier. We wanted to build the right platform, with the right partner, to give our clients access to a deeper understanding of their creative's effectiveness, with access to useful data that they can react to'.

Web sites are at www.havashealthandyou.com and www.vidmob.com .