The partnership between the two companies provides Havas with access to YouGov Profiles and BrandIndex data across its Havas Media Network, Havas Creative Network and Havas Health & You agencies.

The latest changes also increase the number of markets in which Havas and YouGov partner from 18 to 26.

YouGov and Havas continue to collaborate on three global custom research studies: Meaningful Brands, which covers consumer perceptions and expectations of brands; Connect, which examines brand association and influence across the customer decision journey; and Content, a survey of content effectiveness.

Steve Hatch, chief executive at YouGov, said: “We are pleased to deepen our partnership with Havas and honoured at the level of trust they have placed in our data driven insights.

“This expansion of our partnership reflects our shared commitment to delivering the most actionable insights to companies and institutions around the world.”

Dan Hagen, global chief data and technology officer at Havas Media Network, added: “Our expanded partnership will greatly enhance what we can offer our clients and bring in insights from key markets across Europe, Latin America, Middle East and North Africa, and Asia-Pacific.

“YouGov has a global reach and connected data capabilities which has enabled us to integrate their data at a respondent level into our data and tech platform, Converged, in markets around the world.”