LONDON, UK — Havas Group acquired the data-led creative specialist agency additive+ to enable clients to deliver more tailored and personalized content and advertising to their customers in real-time. Additive+ will integrate into Havas Media Group UK under the leadership of CEO Patrick Affleck.
The acquisition of the Edinburgh-based agency strengthens the network’s “meaningful media” proposition, which focuses on creating media experiences (MX) that deliver the optimum connection with a given audience, in a specific context and with the right content and message. Additive+’s suite of capabilities builds on the Group’s existing audience-first data solution, “Converged,” by using data to optimize creative messages as well as media channels, platforms, and formats.
“We are delighted to welcome the additive+ team to the Havas Family. This acquisition strengthens our ability to seamlessly distribute and optimize unlimited volumes of dynamic and relevant creative messaging to addressable audiences at scale across any digital channel and device. This will allow us to further improve our clients’ media and creative effectiveness by maximizing creative relevance when it matters most, helping them to win the battle of attention,” said Yannick Bollore, the chairman and CEO of Havas Group.
HMG UK agencies and divisions, including Havas Media, Havas Entertainment, Havas Market, and Search Laboratory (another recent acquisition by the group) can now partner with additive+ in delivering full-funnel, multi-channel media experiences for its clients. Additive+ has already developed a scalable solution for international clients and they are already planning on launching their capabilities in other key markets, including the USA.
Additive+ will remain based out of Edinburgh, Scotland, where it was founded, further extending Havas Media Group’s UK footprint beyond its existing offices in London, Manchester and Leeds.
Richard Gill, the founder and managing partner of additive+, added, “We’ve had a global view on business since setting up, and with the scale, a major network offers, Havas Media Group UK opens up a huge opportunity for us to build our offering in the UK and beyond. We’re particularly excited by Paddy and the team’s truly global outlook and joined-up proposition. The Havas Village model enables media and creative to work hand in hand, in order to create the most meaningful outcomes for clients, something which is completely aligned with our own approach.”
