NEWS18 October 2019

Havas health arm launches analytics practice

Data analytics Healthcare Media News North America

US – Havas Health & You, the consumer health arm of Havas Creative Group, has launched a creative analytics platform aimed at measuring the performance of advertising creative.

stethoscope on top of medical report

The tool analyses clients’ advertising catalogues, tagging creative attributes and comparing them to performance data using machine learning and computer vision technology.

Havas Health & You has partnered with creative technology company VidMob to build the platform, using a customised version of its Agile Creative Studio tool.

The agency is also working with VidMob to develop an in-house data science practice focused on first-party healthcare data.

Donna Murphy, global chief executive of Havas Health & You, said: "We wanted to build the right platform, with the right partner, to give our clients access to a deeper understanding of their creative’s effectiveness, with access to useful data that they can react to quickly and cost-effectively."

Havas Health & You comprises Havas Life, Health4Brands (H4B), Lynx, Havas Life PR and Havas Health Plus.