additive+ acquired by Havas Group

Havas Group has acquired data-led creative specialist agency additive+ to enable clients to deliver more tailored and personalised content and advertising to their customers in real time. additive+ will integrate into Havas Media Group (HMG) 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 optimise creative messages as well as media channels, platforms and formats.

Yannick Bolloré, Chairman and CEO Havas Group, comments: “We are delighted to welcome the additive+ team to the Havas Family. This acquisition strengthens our ability to seamlessly distribute and optimise 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 maximising creative relevance when it matters most, helping them to win the battle of attention.”