YouGov and Havas Extend Data Partnership

YouGov has announced an expansion of a partnership with global marcoms group Havas. The insights and data firm's Profiles and BrandIndex data will now be available to all Havas firms including its Media Network, Creative Network and Health & You agencies, and in an additional eight countries.

The firms collaborate on three global custom research studies which are used internally and to fuel analysis for Havas' clients: brand impact and equity study Meaningful Brands, scenario planning aid Connect, which looks at brand association and influence across different stages of the consumer decision journey; and Content, which explores the effectiveness of more than 35 content types. The existing global partnership gives Havas access to YouGov's continuously updated 'Living Data', and the latest upgrade expands it from 18 to 26 markets across the globe.

Dan Hagen, Global Chief Data & Technology Officer at Havas Media Network says the research firm will be 'a key data partner for the future', adding: 'YouGov has a global reach and connected data capabilities which has enabled us to integrate their data at a respondent level into our data and tech platform, Converged, in markets around the world'. YouGov CEO Steve Hatch (pictured) comments: 'We are pleased to deepen our partnership with Havas and honoured at the level of trust they have placed in our data driven insights. With YouGov's unique combination of data from our proprietary panel, our connected data abilities and our best-in-market research tools, we are proud to enable one of the world's largest global communications groups to gain a deeper understanding of consumers and make more informed business decisions'.

Web sites: www.yougov.com and www.havas.com .