Havas’ selection of FreeWheel follows a competitive review of media buying platforms last year. The decision to award the multi-year agreement was based on criteria of differentiation, including the modular architecture of the FreeWheel platform, which allows for seamless API connections with key execution platforms, including data. , financial systems and internal agency systems. The modular principle applies particularly well to a global network such as Havas, where the platform can be adapted locally, at market level. As such, it is well suited to meet the needs of Havas in the EMEA and beyond.
The two companies have been working on a gradual rollout of the software commissioned in France late last year and launched in the UK in the first quarter of 2020.