The media holding company within Interpublic Group, IPG Mediabrands, has launched KINESSO, a tech-driven performance unit that aims to deliver intelligence that moves brands forward. The new entity, which is effective globally as of 22 September, was created through the integration of three existing brands in the agency's portfolio: Kinesso, Reprise, and Matterkind. Additionally, Matt Ware, the previous APAC head of Matterkind and Kinesso has now moved to head up KINESSO as its new APAC CEO.
"By bringing together the collective strength of Matterkind, Reprise, and Kinesso under the KINESSO banner, the new entity is positioned to unify the data derived from a brand’s full marketing system into one renowned growth-driving capability," said IPG in a statement.
“KINESSO by definition means movement and change, and that is what we’re bringing to the forefront of this new business," said Jarrod Martin, global CEO of KINESSO.
"We’re here to help our clients win and make sure those wins stand out above the rest. KINESSO will make up the most efficient and powerful operating system in the market fuelled by an infrastructure that allows all our agencies to function with agility and consistency in a global capacity,” he added.
KINESSO will also have extensive offerings spanning performance marketing and data and technology. It also boasts advanced capabilities including progressive search engines, digital experience and platform intelligence for media activation, AI, and audience development.
With an understanding of consumer behaviour, KINESSO will offer an end-to-end engine of planning and optimisation while also delivering on data-driven strategy for social platforms, actionable growth in eCommerce, and creating curated marketplaces specific to each client's function and needs, said IPG.
“This is an important time in our history to build upon the collective success of Matterkind, Reprise, and Kinesso," said Eileen Kiernan, global CEO of IPG Mediabrands.
She added that KINESSO will expand the horizons for its clients by prioritising excellence in the future of media, superior value delivery, and a commitment to innovation breaking down industry barriers. "We’re excited to bring this offering to our clients and drive actionable growth for their businesses,” she said.
This comes shortly after IPG Mediabrands launched a new Unified Retail Media Solution, a business unit that aims to allow brands to manage their investment performance seamlessly across all retail media networks and emerging advertising channels.
According to results from the Association of National Advertisers study done this year, around 82% of CMOs feel that there is an absence of standardisation across retail media platforms and that this poses a “big challenge” to them.
To aid brands in utilising the retail advertising platform seamlessly, the Unified Retail Media Solution will be backed by a technology platform that operates against four key principles which are unified audience, unified measurement, unified optimisation and unified intelligence. With these principles integrated in place, brands will be provided with a comprehensible and holistic perspective regarding their performance.
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