Havas Media Group is launching Adcity, what it describes as, a new global network focused on connecting brands and consumers across everyday life activities, through both Out of Home and local cross media communications.
Adcity was first launched in December 2014 in France, where it now has more than 100 employees across six local offices. With an exclusive geo-data approach, the agency says that is the first data-driven, cross-channel, above-the-line/below-the-line, geo-local expert. The agency has won top prizes at the Grand Prix Stratégies des Stratégies Media, the Grand Prix Stratégies / Amaury Medias du Luxe, the EFFIES France and La Nuit des rois awards.
Matthieu Habra will lead the new global network. Previous to Havas, Matthieu led Posterscope, the OOH entity of Aegis Media France, and then Screenbase, the Digital OOH structure at Posterconseil group, before joining Havas as Co-Président of Havas 360, then Managing Director of Havas Media France. Matthieu reports into the global senior management team at Havas, and will be responsible for strategy, innovation and network deployment.
Matthieu Habra told us “With its vision of audience planning, Adcity offers clients a data-driven approach thanks to its exclusive, proprietary technology platform Adcity Solutions, now deployed internationally. Adcity Solution integrates consumer socio-demographic, behavioral, mobility and media data to more efficiently accompany clients through a perfect understanding of their business challenges and their consumers at their most granular geographic level in each country. The exponential increase in the digitalization of media, the arrival of new technologies, and real-time data have profoundly transformed the way we approach OOH and local communications. Adcity will further enhance its worldwide data approach, most notably with the inclusion of mobile data.”
Adcity is now deploying operations across 35 offices via 300 local experts across Europe, Asia, North America and Latin America. The global rollout will see additional offices opening in Europe, US and Asia. In addition, in order to implement fully integrated solutions for clients, the new network will work closely with other Havas Group pure players, including Socialyse (urban communities), Mobext (cross mobile activation) and Ecselis (performance marketing).
Adcity is the pure player agency of Havas Group dedicated to Out of Home and proximity communications. Its mission is to propose local and multi-local communication strategies to clients through a powerful mix of OOH formats and locations, digital acceleration, new technologies, geo-fenced and real-time data, and creative thinking, fully integrated and cross-channel. Thanks to a proprietary data tool (with more than 10 million data points), Adcity is the first data-driven, cross-channel, online and offline, geolocalized communication agency. Adcity is also capable of accompanying clients on integrated communication problems: Media – Data – Creative. Adcity guarantees close relationships with its clients through more than 300 local experts in 35 offices across Europe, Asia, North America and Latin America.