Interpublic Group has launched Kinesso, a new precision targeting and optimization firm powered by Acxiom, which it acquired last year for $2-plus billion. The company will focus on creating applications that help marketers amplify the impact of traditional and addressable media through the better use of data.
The firm will create new software and products that deliver data security tools, data-driven campaign optimization, and precision audiences.
IPG said that Cadreon, the holding company’s addressable media activation unit will become part of Kinesso which will be housed within the firm’s data and technology group. It will provide services to agencies across the IPG network. Cadreon will retain its existing leadership and branding.
“With the acquisition of Acxiom, we signaled our intent to lean into data-driven marketing, as well as position ourselves as brands’ trusted partner in their first party data management,” stated Michael Roth, Chairman and CEO of Interpublic Group. “Kinesso furthers this vision by bringing together top data and technology talent with addressable media experts, and leveraging Acxiom’s assets and capabilities.”
The company said that Kinesso is designed to improve the accuracy, agility and effectiveness of campaign performance across all media.
“Clients recognize that the future of marketing – along with pretty much everything else – is dependent on data,” stated Philippe Krakowsky, COO, IPG, and Chairman, IPG Mediabrands. “That means marketers are looking to leverage their own first party data, coupled with other strategic data sets, to create a more seamless and connected consumer experience, at scale,” which he said Kinesso would help facilitate.
Kinesso will be overseen by Arun Kumar as CEO. He retains his role as Chief Data and Technology Officer at IPG and will maintain oversight of the Acxiom business.
The new company is now operational in the U.S., Canada, U.K., Ireland and Australia and is expected to be fully deployed in 2020 across 70-plus markets with 1,400 employees.