Media buying briefing: Havas’ cookieless solution has become key link in its operating model

Agency holding companies are gradually remolding themselves. No longer constellations of disparate talent, some of them now behave as “operating companies”.

That’s partially a branding trick, but behind the marquee, units like WPP’s Choreograph, or Omnicom’s Omni provide real connective tissue. And in the pitch room, they’re becoming ever more important.

Take Havas, for example. Its Converged “operating system” (or “data spine”, depending on your taste for corporate metaphors) was launched last February as a cookieless media planning and activation solution.

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