New Network to Help Agencies Combine Data and Media

Media and analytics firm Crossmedia Inc. has announced a partnership with former MDC Partners CMO Bob Kantor to launch a collaborative marketing services network called Dawn, with four members agencies already included and more to be added soon.

Agencies pay a fee for membership but remain fully independent, making use of each other's capabilities for joint pitches and other collaboration. A particular focus of the network is helping smaller / medium-sized firms to combine analytics and creative capabilities and compete with the biggest players.

Kantor (pictured) and Crossmedia CEO Kamran Asghar have already signed up creative agency Pereira O'Dell; 'rebellious tech start-up' Main Street One; global implementation agency SDL, which provides language and content management solutions; and marketing consultancy Dirt. The partners say Kantor will add further agencies with a focus on advertising, PR, experiential marketing, commerce, digital and global production.

Crossmedia, headquartered in NYC and with offices in LA and Philadelphia, and associated companies in London and Germany, is known for its data science-driven approach to media and includes a dedicated intelligence group called Redbox. The new grouping, Dawn, will provide agencies with data science, measurement and media expertise geared towards gaining competitive advantage.

According to Kantor, 'Marketers are seeking the most talented, specialized agencies that are seamlessly integrated with a world-class tech stack and brilliant advanced data analytics. Until now this model has not existed. We started with the single question: 'What is the ideal model to partner with talented agencies and modern marketers to address their needs for aggressive business growth?' Asghar comments: 'With Bob's experience running several global agencies and leading the MDC portfolio and our advanced analytics and data technology driving performance media for our clients, Dawn will provide today's marketers and independent agencies the expertise, technology and dedicated talent they need to aggressively grow their business'.

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