Adrian J Cotterill, Editor-in-Chief
Havas has now launched Adcity in the US. Alissa Ananieva will lead the brand as Head of Adcity US. Most recently, Alissa was Director of Growth Programmes at Exterion Media (UK), where she led the adoption of automated and programmatic trading technologies, and enhanced sales and operations processes. She has also worked at Telefonica Digital (UK), MESA (US) and Merrill Lynch (UK).
Alissa Ananieva, Head of Adcity US, told us “Adcity enables clients to connect people with brands across every phase of their consumer journey, by creating engagement across all the channels of OOH and geo-localised communications. The digitalization of OOH media and the arrival of new technologies and real-time data have profoundly transformed the way we approach OOH and local communications, most notably with the inclusion of mobile data. Adcity activates innovative solutions, cross-media activities and programmatic efficiency for advertisers.”
Matthieu Habra, Head of Global Network, Adcity explainsed that “Adcity is changing the value of OOH advertising across the globe and we are proud to offer this expertise to clients in the US. More than ever before, we can truly connect customers and brands across everyday life, by providing advertisers with a data-driven, audience planning approach to lead local or worldwide OOH strategies.”
Alongside this launch, Adcity signed an agreement with Project X – Havas Group and Project X have been working together since 2015.
Adcity was first launched in December 2014 in France. Adcity activates media, data and creative for local and multi-local clients, across outdoor and integrated campaigns. The launch of a US agency for Adcity is another step towards the brand’s global expansion as it already operates across Europe, Asia and Latin America.
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