Telecom company Telefonica has once again awarded its global media account to Havas Media Group and extended the long-running partnership between the two companies. The telecoms company, which owns key brands Movistar and O2, renewed the relationship after a thorough process.
It builds on a six-year partnership that has delivered year-on-year ROI growth, as well as campaigns in the UK and Germany, and data-driven innovations around the world. Havas Media Group has been Telefónica’s global media partner since 2014 in Spain, UK, Germany and Hispam.
Earlier this year, Telefonica shared with Havas its ambition to build a new media operating model using data to drive a more effective, intelligent and relevant communications strategy for its key brands in leading markets in the UK, Spain, Germany and Hispam.
Havas Media Group and Telefónica have been engaged in a process to define that new media operating model — run remotely during Covid-19 — focused on how Havas Media Group will help deliver Telefonica’s commitment to industry-leading tech disruption, digital transformation and a data-led omnichannel approach.
Havas’ integrated agency model, Telefonica’s teams around the world will have greater access to group-wide expertise in key areas such as data analytics, consultancy and performance optimisation, supplemented by the entertainment properties available through the Vivendi Group.
Peter Mears, Global CEO, Havas Media Group, said, “We are absolutely thrilled to be able to continue our hugely successful partnership with Telefonica. Using our unique blend of data analytics and Mx (Meaningful Media Experiences), we were able to help Telefonica design the media model of the future. We are so excited to make that vision a reality.”
Eduardo Navarro, Telefónica Global Strategy and Corporate Affairs Director, said, “The Havas offering will deliver even greater flexibility in an increasingly competitive telco industry. We are just beginning to build our future vision for Telefonica worldwide, but know that, in Havas Media Group, we have a partner that will come with us on the journey.”