Agency holding companies are ‘evolving’ from collections of separate ‘talents’ into integrated ‘operating companies’, using proprietary technology platforms to unify their services.
Havas’ Converged system is an example of the shift. Originally designed as a cookieless media planning solution, Converged now serves as the backbone connecting Havas’ creative, media, and digital divisions.
Ryan Kangisser, Chief Strategy Officer at MediaSense, notes that these platforms are “front and centre in how [agencies] now talk about themselves, how they present themselves.”
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