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Havas launches ‘AI-powered, Audience First’ content model across global agency network

Havas' new look

Havas has launched launch Prose on Pixels – an “AI powered, engagement-centric, Audience First” content model which will be employed across its global network of agencies, working with agencies, their clients, and increasingly direct-to-clients.

Havas says the new model will break through and connect with audiences by “creating, scaling, and personalizing impactful, meaningful content that delivers the best possible business outcomes.”

Led by Steve Netzley, who assumes the role of global CEO, and Paul Ward as global president, the new, standalone network further unifies the various production practices that exist across Havas’ global networks, bringing creative, BETC, health, and media studios together to operate as one unified global content creation offering.

When abbreviated, Prose on Pixels becomes “POP” – a respectful nod, and an added opportunity to leverage the name of the latest asset within this exciting network: BETC’s General POP.

Comprising over 550 talents, across 13 locations, Prose on Pixels integrates Havas’ network of expertise and maximizes the affiliation with the wider Vivendi Group through technology, tools, and talent.

“As the most integrated communications group in the industry, Havas is incredibly well-positioned to leverage its wide network of expertise and unique position within Vivendi to deliver meaningful content at scale to brands, business and audiences. AI’s potential to accelerate the impact of the ‘Audience First’ model is truly exciting and presents a unique opportunity to deliver unprecedented business outcomes for our clients,“ saidd Yannick Bolloré, chairman and CEO of Havas.

Netzley added: “‘Audience First’ enables us to meaningfully engage in the creative process by representing the voices the content is intended to reach. It also allows us to reuse, recycle, and optimise assets through our scale and personalize offerings with a high degree of confidence and realistic expectation of success that we wouldn’t have otherwise. With ‘Audience First’, we’ve reimagined content creation through the data informed lens of the audiences we’ve been charged with reaching, and I’m very excited about the promise this strategy brings to our clients’ and their brands.”

Paul Ward, global president of Prose on Pixels, offered a tangible view of the model’s potential: “The idea of reducing volume, but increasing the impact of the content we make, is a strong differentiator to the competition,” he said.

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