This fall, Havas Group acquired UK-based creative specialist agency additive+ to help strengthen the network’s connection to Meaningful Media. Now that they’ve been part of the group for a few months, we checked in to hear a little bit more about the agency and their experience at Havas so far. Hear from additive+’s Managing Partners, Jack Few and Richard Gill, in this edition of Dare!.
Can you tell us a bit about your agency?
additive+ is a data-driven creative business that supercharges campaign effectiveness by producing creative that is as relevant and effective as possible. We act as the bridge between media and creative agencies. This works particularly well when combined with the Mx planning approach, as it enables the campaign to be optimised across media and creative simultaneously. Specialist technology is an essential component in campaign execution, but our depth of experience and strategic approach is the heart of our value proposition.
What sets you apart from other agencies?
There are relatively few agencies that specialise like we do. We act as the bridge between media and creative agencies, meaning we need to be comfortable ‘leaning in’ to the creative process while also having a deep understanding of the audience planning and trading approach from the media perspective. It is our ability to float between these two worlds that enables us to execute with precision and maximise campaign effectiveness. Our founding principle was that data-driven creative shouldn’t require clients to compromise on creative design or brand guidelines, and this remains at the core of our proposition today.
“Our founding principle was that data-driven creative shouldn’t require clients to compromise on creative design or brand guidelines, and this remains at the core of our proposition today.”
What originally interested you in working more closely with Havas?
Knowing the approach that Havas takes with its Mx proposition, and the strong nature of the ‘village’ proposition, meant that we felt additive+ would be a great fit within Havas. Every agency network talks about coming together as a single entity for a client, but the Havas Village approach genuinely delivers on this promise and ensures the internal teams and the client feel part of a single collective effort.
How have your first few months been as part of the Havas network?
The whole Havas network has been incredibly welcoming. We have developed close relationships with the UK leadership and delivery teams and are working across over 20 clients after only 6 months. We have also been engaging with our new international colleagues to bring the additive+ proposition to global and local clients. The welcome has been incredibly warm, with all of our colleagues wanting to understand more about what we do and how our approach can support their clients.
What are your goals as part of the network?
Our goal is to bring our proposition to the full array of clients across the Havas group globally. We want to lead the market in data-driven creative, and we strongly believe that every client can benefit from a creative approach that matches the intelligence and rigorous optimisation that they already benefit from by working with Havas.
