Born To Perform: IPG Launches New Data-Driven Marketing Agency

Interpublic has launched a new data, and tech-focused marketing agency called Performance Art. 

It will be led by CEO Andrea Cook who was previously CEO at FCB/SIX the Toronto-based marketing agency within the FCB agency network that specializes in campaigns that target individuals at scale. She and her team will be replicating the work done at FCB/SIX but working with agencies across the IPG portfolio. 

Also joining the new agency are Chief Creative Officer Ian Mackenzie, and Chief Operating Officer Elizabeth Sellors, who were also part of the leadership team at FCB/SIX. 

The agency will partner with a range of IPG companies including Acxiom and Kinesso to provide clients with data-driven marketing solutions. 

Initial Performance Art clients include BMW, CIBC, and Black & Abroad.  

The new agency hopes to create some of the stellar work created by FCB/SIX like the “Go Back to Africa” initiative for Black & Abroad which won the Creative Data Grand Prix at the Cannes Lions Festival in 2019. The campaign used AI and data to reframe the way people think about Africa and created a platform that displaces the hate surrounding the term “go back to Africa” when used as a racial slur.  



Separately, FCB/SIX will continue to operate as a unit within the FCB network, reporting into Tina Allan, FCB’s newly appointed Global Partner, Data Science and Connections.

“Five years ago, we set a vision to help refocus the marketing landscape on the individual,” said Cook. “This is consistent with the audience-led vision IPG has for marketing, which combines creativity with data and technology.” 

Performance Art represents “the next chapter” in building an operation dedicated to marketing to individuals at scale, she added. “With our specialist focus, and the ability to partner across the entire IPG portfolio, we are excited to scale our success in creating individualized brand experiences for clients in all sectors, geographies and channels.”

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