Agency holding companies like WPP and Omnicom are evolving from disparate collections of talent into cohesive operating companies. This transformation is exemplified by Havas's launch of its Converged operating system, a €400 million investment in AI aimed at enhancing cookieless media planning and activation. Converged has streamlined the connection between creative and digital outputs, helping secure significant accounts. The system leverages AI to identify target audiences and can integrate client first-party data, proving pivotal in pitch presentations and client strategies, particularly for programmatic media campaigns.
“The system itself takes audience attributes and cohorts based on things like media behavior, demographics and psychographics and matches them with individuals using an AI ‘propensity model.’”
“According to chief data and product officer Laura Kell, pitch presentations now include live demonstrations of the Converged tool.”},{
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