SUBSCRIBE: Free email newsletter




Arun Kumar

IPG Mediabrands strengthens data capabilities with Acxiom partnership

IPG Mediabrands has partnered with Acxiom to further strength its data and analytics capabilities. The global partnership will enable IPG Mediabrands network to accelerate its people-based targeting approach, allowing application and discovery of insights on behalf of clients. It covers 14 markets including China, Japan, India, Australia, US, the UK and Canada.

Global chief data and marketing technology officer Arun Kumar (pictured) will oversee IPG Mediabrands’ partnership with Acxiom. Kumar was appointed to the newly created role in March this year, where he is responsible for the development, prioritisation and management of the group’s data, technology and applications.

Designed to bridge offline and online experiences, the partnership will also spearhead a client-centric data approach that focuses on a complete and contextual view of the customer. According to the press statement, this level of enhanced data and platform integration directly affects the customer experience, spurring brand engagement and ROI through cohesive and operationalised data.

The data and technology team, which develops and implements global product and technology solutions across the IPG network, will boost core capabilities such as agency-driven analytics solutions on a global scale as part of the partnership. This includes UM’s Business Analytics Engine and Initiative’s Accelerator.

“Our competitive advantage and innovative services are directly tied to our data-driven approach. With Acxiom, we will continue to improve upon our data strategy, enabling our portfolio of agencies to provide the highest level of client advisory services and people-based marketing solutions,” Kumar said.

“Today’s best marketers and agencies continuously evaluate technologies and alliances that can provide a true omnichannel view of the consumer, while also connecting data assets to programmatic buying platforms,” Rick Erwin, president of Acxiom Audience Solutions, said.

“Data applies context for interactions with consumers in both offline and online experiences. IPG Mediabrands embraces this approach and, by leveraging Acxiom’s and LiveRamp’s capabilities, sits at the forefront of today’s most innovative marketing agencies,” Erwin added.


Read More News

in China by


担任天联和天时广告大中华区总裁兼首席执行官九年的陶颂将辞别公司,现任大中华区管理团队将从5月1日开始接替她领导公司。 服务公司十多年的大中华区董事总经理陈子洁(图中)将升任大中华区首席执行官,直接汇报给新任天联亚洲区主席兼首席执行官Jean-Paul Burg..