How IPG’s acquisition of Acxiom Marketing Solutions will supercharge growth for our clients.
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.
“AMS, for us, is a big bet on the future,” Arun Kumar said. “This changes the very character and nature of our holding company.”
AMS allows IPG to manage first-party data while protecting privacy, which is crucial in today’s regulatory environment, Kumar said.
“I don’t think you can be a holding company and not have the capability to work with data in an ethical fashion,” he said. “If we’re going to be held accountable for how data is being sourced and used, it makes sense to own that process rather than rely on third parties.”
AMS will also put IPG’s AMP platform, which already leverages Acxiom’s ID to build and target audiences for clients, “on steroids,” Kumar said.
AMS will operate as a standalone entity under IPG so it can continue working with current clients, many of which are IPG competitors. Owning AMS puts IPG in the data-selling business and changes its philosophy on renting versus owning data.
“We think we can still continue to be agnostic and have our own data assets,” Kumar said.
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