The German advertising landscape is undergoing a shift as Havas Market integrates performance marketing agency Eprofessional, effectively dissolving the latter after two years operating under the Havas Media umbrella. The move, spearheaded by Havas Market Deutschland CEO Henner Uekermann, reflects a broader realignment within the industry, particularly concerning the evolving dynamics of retail and search marketing.
Uekermann, speaking with HORIZONT, noted that the market is “developing significantly” and that retail and search are “re-sorting themselves.” This suggests a growing need for agencies to offer more integrated and data-driven solutions, moving beyond traditional media buying towards a more holistic approach to performance marketing. The integration of Eprofessional into Havas Market is intended to address this need, creating a more streamlined and effective operation focused on delivering measurable results for clients.
The Rise of Performance-First Marketing
The integration comes as the advertising industry increasingly prioritizes “performance-first” strategies. This approach, as highlighted in a recent report by Science Havas Market, emphasizes demonstrably driving growth rather than simply chasing reach. Traditional metrics like reach are often insufficient to connect marketing efforts directly to revenue, leading to wasted ad spend and frustrated marketers. Havas Market aims to change this by weaving together data, content, and technology to build scalable growth “architectures” for its clients.
The shift towards performance-first marketing is driven by increasing complexity in the digital landscape. New platforms emerge constantly, retail media is expanding rapidly, artificial intelligence is reshaping search algorithms, and customer journeys are becoming increasingly fragmented. This complexity makes it difficult for marketers to understand the true return on investment (ROI) of their campaigns. The integration of Eprofessional is intended to provide Havas Market with the expertise and capabilities needed to navigate this complexity and deliver measurable results.
Eprofessional’s History and Acquisition
Founded in 1999 in Hamburg, Eprofessional established itself as a pioneer in digital performance marketing, offering customized solutions in areas like SEO/SEA, social media, and multichannel tracking. The agency had a strong client base, including Vodafone, L’Oréal, and Hapag Lloyd. Havas initially acquired Eprofessional in December 2023, with the intention of expanding its portfolio of performance marketing services in Germany.
At the time of the acquisition, Yannick Bolloré, Chairman and Global CEO of Havas, stated that the move would strengthen Havas Media Network in Germany, which was already ranked “dominant” in a recent RECMA report. Sven Traichel, CEO of Havas Media Germany, added that the merger would enable both Havas and EPRO customers to implement successful marketing measures across the entire customer journey. Tim Christiansen and Henner Uekermann were slated to jointly lead EPROFESSIONAL following the acquisition.
What This Means for Havas Market
The integration of Eprofessional into Havas Market represents a consolidation of resources and expertise. By bringing Eprofessional’s performance marketing capabilities directly into Havas Market, the agency aims to offer a more comprehensive and integrated suite of services to its clients. This includes a focus on data and platform strategy, understanding where target audiences are and how to reach them effectively. The move signals a commitment to a more data-driven and results-oriented approach to advertising.
The restructuring also reflects a broader trend within Havas, which has been actively investing in digital performance capabilities worldwide, including investments in the UK, Canada, and India. The company’s objective is to expand its digital performance expertise globally and provide clients with best-in-class digital marketing solutions.
The changing landscape of retail and search, as highlighted by Uekermann, suggests that marketers need to adapt to new consumer behaviors and emerging technologies. The integration of Eprofessional into Havas Market is a strategic move designed to help clients navigate these changes and achieve sustainable growth.
Looking ahead, Havas Market, under the leadership of Henner Uekermann, will continue to focus on building scalable growth architectures for its clients. The next step will be to fully integrate Eprofessional’s team and capabilities into the Havas Market structure, and to initiate offering clients the benefits of this combined expertise. Further updates on the integration process and new service offerings are expected in the coming months.
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