IPG Mediabrands strengthens audience insights with Acxiom partnership

Arvind Hickman
By Arvind Hickman | 29 September 2017

IPG Mediabrands has formed a global partnership with Acxiom to strengthen the network’s data and analytics capabilities.

Agencies across the IPG Mediabrands network will accelerate their people-based targeting approach, enabling application and discovery of insights on behalf of clients.

The partnership is designed to bridge offline and online experiences by providing insights that provide a contextual view of the path to purchase.

It will help media planners consider the customer experience, driving brand engagement and ROI through with advanced and cross-channel analytics.

It will be overseen by Arun Kumar, IPG Mediabrands’ global chief data and marketing technology officer.

“Our competitive advantage and innovative services are directly tied to our data-driven approach,” Kumar says.

“With Acxiom, we will continue to improve upon our data strategy, enabling our portfolio of agencies to provide the highest level of client advisory services and people-based marketing solutions.”

IPG Mediabrands APAC CEO Leigh Terry adds: “From an APAC perspective, this further supercharges our already market-leading data and analytics offering for our existing clients and prospective ones.”

The Acxiom partnership is Mediabrands largest analytics and data integration alliance and will be rolled out across 14 markets, including Australia, Belgium, Canada, China, Denmark, France, India, Italy, Japan, Mexico, Netherlands, South Africa, United Kingdom and the United States.

As part of the partnership, Mediabrands data and technology team, which develops and implements global product and technology solutions across the IPG network, will strengthen core capabilities on a global scale. This includes agency-driven analytics solutions, including UM’s Business Analytics Engine and Initiative’s Accelerator.

“This global partnership will keep Initiative, UM, Reprise and all of Mediabrands on the leading-edge when it comes to data and analytics,” says Philippe Krakowsky, chief strategy officer and chairman of IPG Mediabrands.

Acxiom Audience Solutions president Rick Erwin adds: “Today’s best marketers and agencies continuously evaluate technologies and alliances that can provide a true omnichannel view of the consumer, while also connecting data assets to programmatic buying platforms.”

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