Havas Group Australia is bolstering its research capability by partnering with technology company Glow.
The move is part of the group’s commitment to invest in data, content and bespoke insight tools.
The strategic partnership will leverage Glow's agile research platform to gain in-depth consumer insights and support clients’ research needs.
Havas Melbourne Group managing director Matt Houltham says the partnership will give the group a "competitive advantage" to "fuel" communication strategies across its media, creative and PR disciplines.
"From behavioural insights that inform target audience definitions, to concept testing ad creative, to getting feedback from events and even for more traditional category U&A and brand tracking research, Glow will enable us to get better insights faster and more cost effectively,” Houltham says.
Glow’s platform is supported by real time access to over 800,000 Australians via a unique partnership with global panel data specialist Dynata.
“We are thrilled to partner with the Havas Group Australia because their strategic focus and disruptive approach align with our vision of how to help brands grow by making more informed decisions,” Glow founder and CEO Tim Clover says.
Glow was founded in 2013 with the goal of lowering the barriers of entry to market research and providing users – from start-ups to large corporations –fast, accurate and actionable insights. The partnership with Havas Group Australia comes during a strong growth phase for the research technology company.
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