Why Havas is expanding its data & tech expertise by acquiring London-based DMPG
The deal arrives as the holding company is dialing up its investments in AI and data-driven solutions.
Havas has acquired data-focused indie shop DMPG for an undisclosed sum / Adobe Stock
Agency holding company Havas announced today that it will acquire DMPG, an independent London-based digital data agency. The agency will be folded into CSA, Havas Media Network’s dedicated tech, data and analytics consultancy.
Through the deal, Havas clients – which are grouped broadly across the three key areas of media creative and health – will gain access to new data, analytics and tech capabilities.
The move aligns with Havas’s broader efforts to accelerate digital transformations for its clients and deliver more effective data-driven solutions.
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DMPG, founded by Steve Carrod and Tom Marianczak in 2013, has earned a reputation as a top indie player in the data consultancy space. It is particularly recognized for its work with Adobe products. DMPG specializes in designing and implementing analytics systems, developing strategies for optimizing customer experiences and providing support for omnichannel data activation.
“We are thrilled to welcome Steve, Tom and the entire DMPG team to the Havas family,” said Yannick Bolloré, chairman and CEO of Havas. He believes the acquisition will improve the network’s ability to “support clients’ essential data and technology transformations and further accelerate [Havas’s] converged global strategy, helping to deliver even more effective omnichannel marketing solutions, combining media, content, CRM and so much more.”
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DMPG has worked with a wide range of clients, including major brands BMW, Shutterfly, Ted Baker and The Economist. It is a certified partner of Adobe, Google, Tealium and a handful of other tech vendors.
The terms of the deal have not been disclosed.
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For Havas, the buy is the latest in a string of strategic moves designed to deepen its technological capabilities. In 2021, Havas snapped up Search Laboratory, a data-driven digital agency.
More recently, the company expanded its partnership with Adobe to integrate generative AI into its services, underscoring Havas’s focus on personalized, data-driven solutions. Considering DMPG’s existing relationship with Adobe, the acquisition may help strengthen Havas’s partnership with the tech titan.
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DMPG, operating within Havas Media Network’s CSA, will still be led by Carrod, who will now report to Chris Attewell, CEO of Search Laboratory and CSA lead in the UK.
“The importance of first-party data coupled with the role media agencies now have versus previous years means we need to get closer to media agencies,” said Carrod. “Connecting the customer journey is incredibly important to us and to Havas Media Network UK, so we’re delighted to find a natural home. With a strong foothold in the US and worldwide for both DMPG and Havas, there’s tremendous opportunity to scale such solutions globally and add enormous value for clients.”
Patrick Affleck, executive sponsor of the acquisition and CEO of UK and Ireland for Havas Media Network UK, added: “As brands accelerate their own transition to being more customer-centric organizations, DMPG will help our clients design and execute more connected customer journeys and experiences that lead to improved business performance.”