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WPP strengthens digital foothold with acquisition of Predictys

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MUMBAI: Wunderman owned data-driven, insight-based customer engagement provider KBM Group, will be acquiring Predictys, a marketing company specialising in digital data and campaign technology. KBM Group‘s parent company, Wunderman, is part of the Young & Rubicam Group and a member of WPP. The move comes as a step towards strengthening WPP‘s position in the digital marketing space.

Based in France, Predictys was founded in 2007 and has rapidly growing data resources owing to an influx of digital information from other countries. Predictys will not only strengthen KBM Group‘s value to clients in France; the acquisition also strategically fuels KBM Group‘s growth throughout Europe, the US and Latin America.

Predictys‘ database powers its digital automated marketing services for customer acquisition via proprietary automated systems for managing and optimizing email marketing campaigns. The company‘s scalable email campaign technology, offered directly to clients or to e-marketing agencies, provides additional opportunities for KBM Group to build its marketing offerings.

Working closely with its parent company Wunderman, KBM Group acts as the data engine, helping to connect ‘always-on‘ customers with global brands. On a broader agency network level, the value of data and customer intelligence extends as well to WPP, the global advertising and marketing services group, of which they are a part.

KBM Group CEO Gary S Laben said, "The oceans of data generated by always-connected consumers of all ages present both a challenge and an opportunity for global marketers. As companies accelerate their marketing around the world, they need to be able to find and reach consumers on their personal devices efficiently and with informed strategies based on the best possible representations of who their most receptive and profitable customers might be. By adding Predictys‘ data resources to our own, we can better offer our global clients a way to harness data to forge customer engagements that are successful and meaningful. Marketing that is customer intelligent delights consumers and so enables companies to stay competitive."

Predictys‘ cooperative database includes information from 140 million opted-in consumers from among more than 25 co-op partners. The database powers Predictys‘ automated campaign software serving agencies and clients, including Snapfish, Galeries Lafayette and Swiss Life.

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