Real Chemistry has announced that it has acquired Greater Than One, allowing it to integrate a new set of media planning and analytics tools into its platform.

The deal gives Real Chemistry – a company specialising in artificial intelligence (AI)-driven insights and marketing communications for the healthcare sector – access to Greater Than One’s data, predictive modelling and proprietary planning tools.

This includes a predictive media planning engine designed to help brands model budget and channel mix based on audience and engagement goals, a centralised omnichannel platform strategy and implementation capability, as well as an engagement scoring tool that aims to provide a holistic view of healthcare professional (HCP) interactions across addressable media and customer relationship management channels.

It is hoped that these additions will enhance Real Chemistry’s strategy and performance, and help the company provide measurable impact for its pharmaceutical and biotechnology clients.

Though financial details of the acquisition have not been disclosed, Real Chemistry outlined that the newly acquired agency will retain its New York City, US headquarters and operate under the brand ‘Greater Than One, part of Real Chemistry’.

Real Chemistry’s chief executive officer, Shankar Narayanan, said: “Greater Than One brings deep media expertise, powerful proprietary tools and a culture that matches ours… Together, we’ll help clients make smarter decisions and create more meaningful engagement with the audiences who matter most.”

Sharing a similar sentiment, Kevin Johnson, group president and managing partner at Real Chemistry, said: “This move multiplies our capability. In a healthcare environment that demands more agility and precision than ever, Greater Than One brings the technology, talent and focus to help us deliver faster decisions, smarter planning and measurable impact where it matters most.”

The agreement follows Real Chemistry’s acquisition of Avant Healthcare last year to ‘power up’ its medical education, medical affairs and healthcare provider communications capabilities.

Havas has announced that it will be uniting its six Manchester, UK-based agencies within Bruntwood SciTech’s Circle Square neighbourhood.

The specialist hybrid workspace, which will be located at No.3 Circle Square, will bring together Havas Lynx, Havas Media Network, Havas Red, Prose on Pixels, Conran Design Group and Havas People under one 31,500-square-foot roof.

The agencies’ almost 500 employees will relocate from existing sites on Princess Street and York Street to the new space in November 2025 “following a boutique fit out”, the global communications group said.

Featuring four office buildings, Circle Square is currently home to a wide range of global brands and start-ups in creative digital technology, spanning sectors such as artificial intelligence, Web3, the Internet of Things, blockchain, cloud computing, as well as augmented and virtual reality.

No.3 Circle Square follows the successful completion of the fully let No.1 and No.2 Circle Square and will offer 267,000 square feet and 15 floors of modern workspace focused on innovation businesses.

It will also be closely located to Sister (formerly known as ID Manchester), Bruntwood SciTech’s £1.7bn partnership with the University of Manchester.

Havas Lynx’s chief executive officer, Claire Knapp, said: “Circle Square’s location within the digital, science, tech and innovation hub of Manchester aligns perfectly with our business. And for our people, this vibrant, modern community of likeminded businesses, hospitality, arts and cultural venues and ample green space is hugely appealing.”

Also commenting on the relocation, Josh Whiteley, commercial director for Bruntwood SciTech, said: “In moving to the neighbourhood, [Havas] will be able to benefit from connections to other like-minded businesses, access highly skilled talent, tailored support and workspaces that help drive productivity, and we’re really excited to see how this – alongside the bringing together of [its] different brands – will help drive forward [its] growth in the coming months and years.”