Marcoms giant Interpublic Group has formed a new division, Kinesso, building on its recent acquisition of Acxiom to create data-based marketing applications focused on trust and security, campaign optimization and precision audiences.
Based around a 'Marketing Intelligence Engine', Kinesso will offer a connected suite of applications tapping its patent-pending proprietary technology, machine learning, and data from Acxiom and other providers. The Group says offerings will also include critical consultative services, and omnichannel addressable media activation. Arun Kumar (pictured) will serve as its CEO, adding the role to his existing duties as Chief Data and Technology Officer at IPG and overseer of the Acxiom business.
Kinesso combines the group's addressable media activation unit Cadreon with its Data and Technology group. It will operate as an independent business unit but work in close partnership with IPG Mediabrands and Acxiom, offering services to agencies across the IPG network. The new unit is already operational in the US, Canada, the UK, Ireland and Australia, and next year will roll out to include 1,400 employees across more than 70 markets. Cadreon and its leadership team will 'maintain its independence and branding and become part of Kinesso'.
Interpublic Group Chairman and CEO Michael Roth says of the move, 'With the acquisition of Acxiom, we signaled our intent to lean into data-driven marketing, as well as position ourselves as brands' trusted partner in their first party data management. Kinesso furthers this vision by bringing together top data and technology talent with addressable media experts, and leveraging Acxiom's assets and capabilities'.
The new unit is online at www.kinesso.com .
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.