IPG taps into Acxiom for 'mass personalisation' platform

Interpublic Group has overhauled its data-driven marketing operation by launching a new platform designed to break up data silos and enable clients to implement mass personalisation at scale and engage with consumers through the entire “marketing funnel”.

Dubbed Interact, the platform has been developed and hosted by Kinesso and is powered by Acxiom audience data and identity tools; IPG insists it can deliver “unparalleled connectivity and global reach”, serving as its core technology platform infrastructure.

Following a series of enhancements, the end-to-end framework integrates data flow across the campaign lifecycle, from brand research and audience insights to creative ideation, production, commerce and CRM programmes, and earned media, as well as powering media activation and optimisation.

By connecting the entire IPG portfolio, it is claimed that Interact establishes a unified set of standards, practices and a technology layer, built on consumer insights at scale.

The unified marketing platform is aimed at enabling IPG companies to drive better marketing performance in real-time for clients across all media channels and touchpoints, while building brands for long-term success. Interact is aleady being deployed across IPG clients.

The platform sees IPG unify its data, engineering, martech, and adtech resources under one leadership team, aligning Acxiom’s data, identity resolution, and marketing cloud services with the engineering teams behind Interact.

It has already integrated Adobe’s latest content supply chain and generative AI products into its marketing technology platform.

And, finally, Interact leverages technology and expertise from IPG’s partnerships with IBM, Amazon, Google, Microsoft, Blackbird.AI, Getty Images, and others, which provide secure access to advanced generative AI tools and large language models, transforming internal processes and client service offerings.

With these advancements, IPG maintains Interact connects the marketing ecosystem and eliminates data silos to power unparalleled customer experiences.

Ultimately, the platform is designed to unlock deeper insights into targeting audiences, driving the creation of more compelling content and enabling real-time campaign optimisation, translating to a dramatic increase in speed to market, leading to significant improvements in business performance.

Interpublic chief executive Philippe Krakowsky said: “Interact links the powerful expertise resident within our agencies with our technology capabilities to orchestrate the full range of marketing and sales activity in one place.

“In media and CRM, we’ve already been delivering true personalisation at scale with our marketing engine, and these enhancements allow us to do so consistently across all forms of marketing activity. Interact enables end-to-end solutions that help our clients better engage, convert and retain customers through the entire funnel, assessing and understanding the value of their investments across media, marketing and sales channels, in real-time.”

Acxiom and Kinesso chief executive Jarrod Martin added: “Interact, AI-enabled with Acxiom data as its foundation, manages the production and dissemination of campaigns, whether on marketing technology platforms, in earned media, or in paid media investments, across all formats and channels.

“Mass-personalisation done right is a meaningful strategic advantage for our clients, and our enhanced end-to-end solution helps our clients better engage, convert and retain customers through the entire marketing funnel.”