Havas Media has acquired Paris-based MFG Labs for an undisclosed sum. In a statement from the agency group, the move has been made in order to strengthen core data and analytics across its portfolio.
MFG Labs was founded in 2009 by a team of mathematicians (see article photo). Since then the company has established itself as a leader in its field using advanced mathematics and algorithms to build decision support solutions that make sense of Big Data.
Dominique Delport, global managing director of Havas Media Group, says: "As the data revolution continues there is no doubt that these guys are at the top of their field. Two years ago we identified their impressive capabilities in the social data world.
"The next stage for us was to make sure we were able to bring them into the group to reinforce our solid foundations in data and this driving force to integrate data and content is paying off well. With the increasing importance of consumer engagement platforms pushing brands beyond traditional media, the two disciplines are totally interconnected."
MFG is known for its "Mean Field Game" theory and its application to the world of finance and business. Recent clients include Warner Bros' digital strategy in France and the creation of its social relationship management programme, My Warner.
Pierre-Louis Lions, MFG co-founder comments: ”We join the Havas Media Group at a unique moment where quantitative methodologies and Big Data analytics are becoming the key to media performance. For an intrinsically quantitative and programmatic spirited team like us these are exciting times.”
The acquisition will enable MFG Labs to expand its services across Havas Media Group’s digital hubs, including the UK, US, Latin America and Asia Pacific.
MFG is the second data analytics firm recently bought by Havas Media. The acquisition, effective from today, follows the agency’s deal last month to buy ElisaDBI, with offices in the UK and Spain.
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Melanie White is the Editor of ClickZ, where she has worked since July 2012. White has been with Incisive Media (ClickZ's parent company) since 2009 where she was Deputy Editor/ US Editor for one of the financial risk management titles, International Custody and Fund Administration (later Custody Risk).
In addition, White worked on FX Week where she was a Senior Reporter. She has also worked and contributed to a number of other titles, including The Accountant, International Accounting Bulletin, the New York Post, Independent Magazine (UK), as well as the broadcast title Sunday Live with Adam Boulton at Sky News.