• by Joe Mandese , Yesterday

In one of the first new creations to come from the blending of Omnicom's and Interpublic's data assets, the holding company unveiled a practically omniscient new data platform -- FanGraph -- linking all the data Omnicom has on sports fans with the individual identities of U.S. and worldwide consumers housed in its Acxiom database.

"FranGraph is built on Acxiom 'Real ID'," explained Omnicom Chief Growth and Solutions Officer George Manas during a demo of the system at Omnicom's Cannes space featuring a lineup of sports-related speakers.

He said FanGraph has been integrated into Omnicom's Omni AI-powered operating system to maximize the workflow associated with the new data, which ties a multitude of sports fan and marketing attributes to 260 million U.S. and 2.6 billion global individual user identities.

Following a CMO sports marketing panel discussion, the Omnicom event features a conversation with legendary New York Yankees great Derek Jeter.

Asked by interviewer, GMR Marketing's Adam Lippard to comment on his courtside presence during the recent Knicks-winning championship game, as well as the effect it had on New York City and its sports fans, Jeter quipped: "We're just different. I honestly think New York is the greatest city in the world.

"There's no better place to win, because it's truly like life or death with New Yorkers. If you're from New York, you know what I mean."