Havas Rolls Out Data-driven OOH Brand Adcity in Asia

Following the global launch of OOH brand Adcity earlier this month, Havas announces the Asia Pacific rollout of Adcity starting from July 2016.

The Asia Pacific launch has been kicked off from the dynamic markets of Singapore, Hong Kong and the Philippines.

Adcity offers OOH planning and buying solutions to brands in both traditional and digital formats, including contextual media and programmatic, to drive impact and engagement with consumers on the move.

In order to implement fully integrated solutions for clients, the new network will work closely with other Havas Group pure players, including Socialyse (urban communities), Mobext (cross mobile activation) and Ecselis (performance marketing).

Matthieu Habra, Global Head of Adcity, said: “We are delighted to announce the launch of Adcity in the exciting Asia Pacific region. Adcity will bring a unique science in OOH planning and our offering will be particularly valuable for the region due to its high level of digitalisation and sophistication.”

Adcity will use data as a lever to optimize its clients’ OOH media planning. This data and audience-centric approach will include analysis of where the target audience stays, how they commute and where they live so as to create strategic points of promotion.

Adcity will also pursue the experiential applications of OOH media with audiences at the centre of their planning, creating a scientific decision-making framework to purchase or optimise OOH spends.

The Asia Pacific operations of Adcity will be led by Franck Vidal, who joins the agency as Regional Business Director.

An experienced OOH expert with a decade of experience in the out-of -home space, Franck was most recently with Kinetic, where he worked as an Account Director for four years. Prior to this, he has worked with JCDecaux in Thailand, France and UK.

Commenting on the launch, Franck said: “I feel privileged to be leading the launch of Adcity in the region. I think Adcity, with its data driven, cross channel and geo-local expertise, is uniquely placed to serve the clients in the region. We have already witnessed considerable traction for our offering in the three markets, where we have launched, and are looking to work closely with our network clients as well as new associates to take Adcity forward.”

Adcity was first launched in December 2014 in France, where it now has more than 100 employees across 6 local offices.