With data increasingly driving marketing initiatives, both marketers and agencies are intently focused on and investing heavily in new offerings to optimize data management to drive growth.
Now, R/GA Ventures and parent Interpublic are launching a new initiative designed to connect companies with startups. The goal: help companies fill gaps in their data-management models.
The initiative, launching in December and called the RG/A Data Venture Studio, will offer companies the opportunity to conduct pilot tests with startups in areas such as data security, privacy and traceability.
In addition to testing, The Studio will also operate quarterly roundtable discussions and startup demonstrations organized around relevant topics.
“Innovations in data and technology have the potential to unlock outsized, unexpected value for consumers and brands,” stated Sean Lyons, Global Chief Executive Officer of R/GA. The new venture, he added, will help “identify the next stage of what’s possible.”
“What’s most exciting about this Venture Studio is that it will allow us and our clients to identify and support companies that are innovating in this important space,” commented IPG Chief Operating Officer Philippe Krakowsky.” He will serve as an advisor to the program.
Two years ago, R/GA launched a similar but more narrowly focused effort for sports-marketing brands and startups called the Global Sports Venture Studio.