My role

I led the Singapore rollout of Converged and was the agency lead for its Intelligence, Design and Measure modules. I brought local data partners on board and turned their panel and third-party data into audience segments clients could plan against. I then ran the insight analyses and pilots that showed clients what the platform could do for them. I also built propensity-based segments for campaign activation, scoring audiences on how likely they were to buy. In new-business pitches, I used the same approach to show how Converged could make media money work harder by focusing on prime prospects instead of mass targeting. The goal was to help clients target and invest using a richer mix of consumer panel, first-party, third-party and campaign data, and to rely less on cookies. Havas's global team built the platform itself, including its ID matching.