Havas Group equips a quarter of its workforce with programmatic skills
Havas Group has staked its future on becoming 100% programmatic after announcing that over a quarter of its 20,000 strong workforce are now certified as 100% programmatic.
The internal training program has benefitted 5,000 individuals by providing knowledge, hands-on activities and in-house Havas analysis via a proprietary online learning platform called Havas University.
Alfonso Rodés Vilà, deputy CEO of Havas Group, commented: “Programmatic is the new reality and whatever our role is, we must understand audiences, addressable content and personalized messages. Media will essentially become code – ones and zeros – and knowing how to approach this coded data will set us apart from the rest of the industry.”
Andrew Benett, global CEO, Havas Worldwide and Havas Creative Group added: “We have always used audience data and personalized messaging to drive creative solutions, and now we can do that through automation to achieve scale.”
Participants sign up to 8-10 hours of online courses offering three levels of expertise from ‘fundamental’ through ‘advanced’ to ‘elite’ – digesting a wealth of texts, videos, interviews, quizzes and forums as they plough through the material.