Agency holding companies have spent $12 billion on data assets over the past five years but have yet to successfully deploy those assets at their creative agencies, according to a Forrester report released Monday. “It’s still very much a media proposition,” said Jay Pattisall, Forrester analyst and author of the report. “[Creative] seems to be […]
With $2.3 billion in cash on the books thanks to IPG’s acquisition of Acxiom Marketing Solutions in July, the newly constituted LiveRamp is ready to start bankrolling its road map in a serious way. “We didn’t have the technology muscle before and we weren’t investing in R&D,” said Scott Howe, who went from CEO and […]
Arun Kumar, chief data and marketing technology officer at IPG Mediabrands, will play a central role in integrating Acxiom Marketing Solutions (AMS) into the holding company. The $2.3 billion acquisition, announced last week, gives IPG 1,600 data scientists, 200 product and technology specialists and first-party data on 2.2 billion global consumers. With AMS, IPG also […]
When IPG acquired Acxiom’s managed services group, Marketing Solutions (AMS), for $2.3 billion last week, it marked the end of a five- months-long strategic review of the business – and the start of the next big sales review process with LiveRamp. Acxiom already had opened a strategic review of LiveRamp but was intent on selling […]
Times are changing at IPG. The holding company used to tout its neutrality around data and technology, with CEO Michael Roth using the phrase, “Why buy it when you can rent it?” But IPG’s $2.3 billion acquisition Monday of Acxiom Marketing Solutions changes all that. “What’s interesting is the world has changed,” Roth said on […]
Looks like Acxiom Marketing Solutions (AMS) is an agency business after all. Interpublic Group said Monday it acquired Acxiom’s legacy data management business for $2.3 billion. AMS represents about three-quarters of Acxiom’s total revenue. Dennis Self and Rick Erwin will serve as co-presidents of AMS, which will remain a standalone unit aligned with IPG Mediabrands. […]
