End of the Road for Annalect and Kinesso Brands

Marcoms giant Omnicom has announced the retirement of two of its data and analytics brands, Kinesso and Annalect, according to reports - the move is part of a restructure intended to simplify the business after last year's acquisition of Interpublic Group.

Florian Adamski, CEO of Omnicom Media, told staff about the changes in a note this week, according to news site www.campaignlive.co.uk . Omnicom agreed the $13.25 billion acquisition of IPG in December 2024, creating the world's largest agency group, with more than 100,000 staff and combined revenue (2023) of $25.6bn - the deal was completed in the second half of last year after clearing regulatory hurdles.

Annalect was launched in 2010 as a home for a number of growing data and analytics functions within Omnicom, promising clients 'better consumer insights, more precise audience targeting, and more effective media investment strategies'. In recent years it has played a key role in feeding the group's open operating system and 'mass personalization' platform Omni. it will now be folded into Omnicom's data, technology and analytics division, according to Australian news provider www.bandt.com.au .

Kinesso was formed in late 2019 as a targeting and optimization unit within Interpublic. The division offers a connected suite of applications tapping the group's patent-pending proprietary technology, machine learning, and data from Acxiom and other providers. The unit is now being merged into Omnicom's commercial discipline.

At present there are no planned redundancies, and senior teams will remain in place in both units, according to the reports.

Group home page: www.omc.com .