Publicis Groupe and Adobe have partnered up to deliver the Publicis Groupe’s Always-On Platform.
This is aimed to be the first end-to-end marketing management platform for Publicis Groupe that automates and connects all components of a client’s marketing efforts. This platform will be standardised on Adobe Marketing Cloud as well.
The platform will be available to all agencies in the Publicis Groupe network and will be anchored in VivaKi as an open framework so that every agency can deploy and brand it uniquely for use. Agencies currently slated to access the system include BBH, DigitasLBi, Leo Burnett, MSLGROUP, Publicis Worldwide, Razorfish, Rosetta, Saatchi & Saatchi, Starcom MediaVest Group, VivaKi and ZenithOptimedia.
The collaboration is expected to drive growth across the two companies, and accelerate Publicis Groupe’s goal to make combined digital and emerging market revenue 75% of its multi-billion dollar business by 2018.
“Adobe and Publicis Groupe are a powerful combination and we have been delivering marketing innovation together for more than two decades,” Shantanu Narayen (pictured), president and CEO of Adobe said. “The massive scale of agency services across the Publicis networks, coupled with Adobe’s unique leadership in digital marketing solutions, will enable Publicis clients to develop best-in-class digital marketing capabilities that drive growth.”
Maurice Levy, chairman and CEO of Publicis Groupe echoed Narayen’s sentiments: “By embarking on this journey with Adobe, a powerhouse in creative and marketing solutions, Publicis Groupe will be the first agency holding company to offer clients an integrated set of digital marketing solutions across all key marketing and creative agencies.”
Levy further added that through this new platform, Publicis Groupe will be able to “[solve] a core marketing dilemma for [their] clients by enabling them to more personally interact with their customers…while successfully navigating the complex digital landscape.”
All agencies across Publicis Groupe will be able to create engaging content, access marketing intelligence, identify and build audience segments, deliver campaigns, and track and measure marketing performance through a unified technology and data structure.
The platform is scheduled to provide Publicis Groupe agencies and their clients with four solutions to aid in current marketing challenges:
1. Multi-touch Attribution.
The Always-On platform will move the market beyond “last click” attribution by providing options for a multi-touch model that identifies and assigns true value to specific marketing components – online and offline – that help spur customer action. Publicis Groupe agencies will hence be able to enhance their attribution and planning solutions with Adobe’s Master Marketing Profile and Media Mix Modeling, as well as Adobe Analytics, to measure the most effective touch-points across channels and model investments.
2. Unparalleled Audience Understanding.
Always-On encompasses a data management platform (DMP) which will produce customer profiles, segmentations and vertical insights. VivaKi will also develop a data co-op where clients, and ultimately publishers, can opt in and contribute data in exchange for even richer customer profiles, vertical insights and customer intelligence. Adobe AudienceManager and Adobe Media Optimiser will drive optimal targeting and cross-channel campaign performance.
3. Campaign/Marketing Automation.
As screens and devices proliferate, Always-On is expected to automate marketing effort across multiple channels.
With the goal of integrating Adobe Campaign with analytics and segmentation tools, the platform will empower Publicis Groupe agencies to drive campaign efficiency and engagement across the full customer journey to reach audiences that matter at the highest moments of receptivity. The automated integration will allow all marketing functions to coordinate efforts by acting on the same data. This includes an agreement across the agencies for cross channel campaign management for search and social buy side optimization through Adobe Media Optimizer.
4. Content and Experience Management.
The digital asset management capability within Adobe Experience Manager is expected to enable teams, wherever they sit inside the network, to easily and effectively create, manage, and control valuable digital assets. From the moment an asset is created to the point of delivery, the platform will enable workgroups to create and manage assets through the entire lifecycle of global branding and multichannel distribution with a single, easily accessible digital repository.
“We are essentially creating a new operating model stitching together multi-agency services, technologies and workflows to the benefit of our clients,” Stephan Beringer, VivaKi’s chief growth officer added.