Havas Group Launches @adcityww Germany

Maddie Cotterill

Following establishment in the French market back in 2015, Adcity, a proprietary brand of Havas Group has now been launched globally.

We understand that in recent months more than 25 subsidiaries with 300 experts have been setup.

The launch for the German market is scheduled for April 1, 2017 – yes, seriously, Ed.

Adcity specializes in the usage of Out-Of-Home media (OOH) and local cross-media communications – the idea being that by developing local and multi-local solutions for customers, Adcity can offer a 360° geolocation solution from a single source meaning that customers with specific local marketing needs can now rely on a networked planning by Adcity.

Adcity’s three content elements seem to be: –

  • Data and Technology: Exclusive, proprietary data and technology platform Adcity Solution combines data and media to allow an efficient profile-based modulation. It integrates sociodemographic, behavioral, mobility and media data
  • Interactive Experiences: OOH has evolved as a mass medium. New technologies, such as NFC or Mobile Image Recognition, have transformed OOH into a truly interactive medium, offering fully engaging, one-to-one communication experiences for consumers. Adcity combines the best available solutions in this area for Havas Group clients.
  • Multi-Device Amplification: By utilizing synergies and a know-how-transfer within Havas Group, extensive cross-media solutions can be created. These provide the best link of media coverage and consumer activation.

Steffen Ansorge, Head of the German planning unit told us “We are building upon our unique technology, Adcity Solution. It enables us to combine our know-how about the target group as well as individual customer messages with the reach of a mass medium such as Out-Of-Home. The close cooperation with our local digital specialists from Socialyse (Social Media Communications), Mobext (Mobile Marketing) and Ecselis (Performance Marketing) is a clear USP against other agencies on the market. In the face of the rapid development of programmatic advertising, Adcity will utilize these unique links. In 2017, hyperlocal planning over all media channels will clearly be the focus of our work”.

Jan Tran, Head of Mobext Germany added “Together, Mobext and Adcity can link “mOOHbile” campaigns intelligently and offer extensive activation potential for advertisers as well as added value in approaching target groups. The combined use of media offers a high potential for involvement with consumers”.

Adcity is a pure player agency of Havas Group dedicated to Out of Home and local 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.

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