Havas Media Signs Up to UK's Origin

In London, Havas Media Network UK has joined cross-media measurement initiative Origin, completing the representation of the global marcoms networks within the programme. There are now 51 funding stakeholders in total including advertisers, media owners and advertising agencies.

Origin is part of a global, advertiser-led initiative backed by the World Federation of Advertisers and aims to help organisations plan and measure campaigns across digital and broadcast platforms. Origin and ISBA (the Incorporated Society of British Advertisers) said in 2022 that they were committed to delivering a 'viable product' by early 2025, and recently confirmed the involvement of advertisers EE, L'Oréal, PepsiCo, P&G and Unilever and their agencies EssenceMediacom, OMD, Publicis One and Mindshare. They also added six new backers - Boots, Colgate-Palmolive, HSBC, Nationwide, Sanofi and Red Bull - to 29 advertiser stakeholders already signed up.

Havas Media Network UK will integrate with Origin ahead of its launch later this year and be part of the steering committee driving Origin forward; while its clients can now join the beta trials which start in the second quarter of 2024, and get access to live campaign data months ahead of the market.

COO Simon Bevan says the division 'always strives to ensure best practice for our clients' and continues: 'We have enjoyed regular dialogue with the team at Origin for some time and are delighted to now join the project. With the chance to trial the platform ahead of launch and explore how we integrate with our proprietary system, Converged, we have an opportunity to make a meaningful contribution to the evolution of the project'.

Following the beta stage, Origin will effectively go live in the pilot trials phase ahead of its Minimum Viable Product launch in Q4 2024.

Origin CEO Tom George (pictured) enthuses, 'We are absolutely delighted that Havas Media Network UK is joining Origin as stakeholders. Having the support of such an important agency network means we will benefit from their expertise as we take the product to launch phase and give us their continued insights as we continue to invest and take Origin to its next iteration'.

Web sites: www.originmediameasurement.com , www.isba.org.uk and www.havasmedianetwork.com .