Interpublic-owned IPG Mediabrands has signed a global deal with Acxiom to further strengthen its data and analytics capabilities, in a move which it is claimed will enable agencies across the network to gain greater insights for clients and boost targeted marketing campaigns.
IPG Mediabrands’ operates in 14 markets across the world; in the UK it owns UM and Initiative. IPG Mediabrands’ global chief data and marketing technology officer will oversea the partnership.
He said: “Our competitive advantage and innovative services are directly tied to our data-driven approach. 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.”
The partnership, which also includes Acxiom-owned LiveRamp is designed to bridge offline and online experiences, with the aim of creating a single customer view.
Acxiom Audience Solutions president Rick Erwin added: “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.
“Data applies context for interactions with consumers in both offline and online experiences. IPG Mediabrands embraces this approach and, by leveraging Acxiom’s and LiveRamp’s capabilities, sits at the forefront of today’s most innovative marketing agencies.”
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