IPG Mediabrands, the media arm of Interpublic Group, has struck a global data deal with Acxiom in a bid to further strengthen the holding company’s data and analytics capabilities.
Through this partnership, agencies across the IPG Mediabrands network will have access to Acxiom data, including its two big media agencies: UM and Initiative.
The goal is to help those shops accelerate their people-based targeting efforts.
“In an ever-evolving media landscape, data continues to underpin our business solutions for clients,” stated Philippe Krakowsky, Chairman of IPG Mediabrands and Chief Strategy Officer for IPG. “This global partnership will keep Initiative, UM, Reprise and all of Mediabrands on the leading-edge when it comes to data and analytics.”
Mediabrands described the arrangement as its largest analytics and data integration alliance to date, with 14 markets impacted across the globe, including Australia, Belgium, Canada, China, Denmark, France, India, Italy, Japan, Mexico, the Netherlands, South Africa, United Kingdom and the United States.
Arun Kumar, Global Chief Data & Marketing Technology Officer, IPG Mediabrands, will manage the relationship with Acxiom.