Havas has acquired UK-based digital data agency DMPG to bolster tech and data transformation for clients.
DMPG’s data capabilities will be utilised by all three of Havas’ divisions: Media, Creative and Health.
Organisationally, DMPG will sit under Havas Media Network’s data, tech and analytics consultancy CSA.
DMPG, founded 11 years ago by Steve Carrod and Tom Marianczak, offers services including customer experience strategy, digital analytics and experience optimisation.
It is a certified partner of platforms such as Adobe, Google and Tealium, and clients include Centre Parcs, The Economist and TUI.
The acquisition of DMPG is part of Havas’ strategy to boost capabilities within CSA, which now comprises more than 400 data experts in over 20 countries, delivering end-to-end data and technology solutions.
It follows the 2022 purchase of Search Laboratory as Havas continues its focus on strategic data and tech investments.
Last year, Havas expanded its partnership with Adobe to enable its agencies to leverage Adobe’s generative AI and more effectively deliver personalised customer experiences.
Carrod, DMPG’s managing director, will retain the same title and report to Chris Attewell, CEO of Search Laboratory and CSA lead in the UK. Marianczak’s role has yet to be confirmed.
Yannick Bolloré, chairman and CEO of Havas, said: “The acquisition of DMPG strengthens our ability to support clients’ essential data and technology transformations and further accelerates our Converged global strategy, helping us to deliver even more effective omnichannel marketing solutions, combining media, content, CRM and so much more.”
Patrick Affleck, executive sponsor of the acquisition and Havas Media Network UK and Ireland CEO, added: “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.”
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