MAM

Adobe and Publicis Groupe team up to deliver a global marketing platform

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/mam-images/2014/09/15/publicis_groupe.jpg?itok=4TZWfX8k

MUMBAI: Publicis Groupe and Adobe have announced a strategic partnership to deliver the Publicis Groupe Always-On Platform, the first end-to-end marketing management platform from Publicis Groupe that automates and connects all components of a client’s marketing efforts.

The platform will standardise on Adobe Marketing Cloud, and all agencies across Publicis Groupe will be able to create engaging content, access marketing intelligence, identify and build audience segments, deliver campaigns, and track and measure marketing performance through a unified technology and data structure.

It will be anchored in VivaKi as an open framework so that every agency can deploy and brand it uniquely for use.  Agencies currently slated to access the system include BBH, DigitasLBi, Leo Burnett, MSLGROUP, Publicis Worldwide, Razorfish, Rosetta, Saatchi & Saatchi, Starcom MediaVest Group, VivaKi and ZenithOptimedia.

The collaboration is expected to drive growth across the two companies, and accelerate Publicis Groupe’s goal to make combined digital and emerging market revenue 75 per cent of its multi-billion dollar business by 2018.

“Adobe and Publicis Groupe are a powerful combination and we have been delivering marketing innovation together for more than two decades,” said Adobe president and CEO Shantanu Narayen. “The massive scale of agency services across the Publicis networks, coupled with Adobe's unique leadership in digital marketing solutions, will enable Publicis clients to develop best-in-class digital marketing capabilities that drive growth.”

“By embarking on this journey with Adobe, a powerhouse in creative and marketing solutions, Publicis Groupe will be the first agency holding company to offer clients an integrated set of digital marketing solutions across all key marketing and creative agencies” said Publicis Groupe chairman and CEO Maurice Levy. “We are solving a core marketing dilemma for our Clients by enabling them to more personally interact with their customers and tell relevant, powerful stories at scale, while successfully navigating the complex digital landscape.”

“We are essentially creating a new operating model stitching together multi-agency services, technologies and workflows to the benefit of our clients,” said VivaKi’s chief growth officer Stephan Beringer.  “By converging the forces of marketing technology, data, creativity and strategy, we eliminate silos, optimize delivery and maximize the investments made in ad budgets, talent and consumer engagement.”

 The platform is scheduled to provide Publicis Groupe agencies and their clients with four solutions to solve current marketing challenges:

1.      Multi-touch Attribution. The Always-On platform will move the market beyond “last click” attribution by providing options for a multi-touch model that identifies and assigns true value to specific marketing components – online and off line – that help spur customer action. Publicis Groupe agencies will be able to enhance their attribution and planning solutions with Adobe’s Master Marketing Profile and Media Mix Modeling, as well as Adobe Analytics, to measure the most effective touch-points across channels and model investments.

2.      Unparalleled Audience Understanding. Always-On encompasses a data management platform (DMP) which will produce a robust set of customer profiles, segmentations and vertical insights.  VivaKi will also develop a data co-op where clients, and ultimately publishers, can opt in and contribute data in exchange for even richer customer profiles, vertical insights and customer intelligence.  Adobe Audience Manager and Adobe Media Optimizer will drive optimal targeting and cross-channel campaign performance.

3.      Campaign/Marketing Automation.  As screens and devices proliferate, Always-On is expected to automate marketing effort across multiple channels. With the goal of integrating Adobe Campaign with analytics and segmentation tools, the platform will empower Publicis Groupe agencies to drive campaign efficiency and engagement across the full customer journey to reach audiences that matter at the highest moments of receptivity. The automated integration will allow all marketing functions to coordinate efforts by acting on the same data. This includes an agreement across the agencies for cross channel campaign management for search and social buy side optimization through Adobe Media Optimizer.

4.      Content and Experience Management. The digital asset management capability within Adobe Experience Manager is expected to enable teams, wherever they sit inside the network, to easily and effectively create, manage, and control valuable digital assets. From the moment an asset is created to the point of delivery, the platform will enable workgroups to create and manage assets through the entire lifecycle of global branding and multichannel distribution with a single, easily accessible digital repository.

 Both Adobe and Publicis Groupe will invest in joint sales and marketing, including retaining a dedicated team of strategists and business development specialists to innovate and bring the platform to market.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/11/Levi.jpg?itok=i_ggieNm
Levi's hands over media duties to OMD

MUMBAI: Following a comprehensive market review, Levi’s has appointed OMD India to handle its media duties from its Bengaluru office.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/11/Dentsu.jpg?itok=SFcfbyL9
Dentsu Webchutney to handle creative for Goomo

MUMBAI: Dentsu Webchutney, the digital agency from Dentsu Aegis network, has been assigned as the lead creative agency for Goomo.com, an omnichannel, travel-tech company that operates across consumer, corporate and B2B segments. The account will be managed by Dentsu Webchutney’s Mumbai office.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/11/Festival-Bharat_0.jpg?itok=VAxKHszU
Festival of Bharat to cast the spotlight on India

MUMBAI: History repeats itself but this time there’s a twist. A London-based investor and indophile is spellbound by India but he’s got better plans. Cory Bixler has co-founded a festival that celebrates and aims to promote India’s culture to the world - The Festival of Bharat (FoB).

MAM Media and Advertising Event Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/09/nutri-choice.jpg?itok=kj4BA9Se
Britannia NutriChoice promotes healthy food choices

MUMBAI: Health is tough and requires a lot of sacrifice. This is the perception that deters most people from adopting a healthier lifestyle. In its new TVC campaign, Britannia NutriChoice Digestive puts forth a refreshing new point of view that when you start on your health journey, while the...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/09/Sumanto.jpg?itok=o0U8gnck
Soho Square wins creative mandate for Medlife

MUMBAI: Soho Square Bangalore has won the creative mandate for MedLife, the healthcare app. The agency has been awarded the reins of the account in the aftermath of a competitive multi-agency pitch. Soho Square will now partner with MedLife on a journey to simplify healthcare by making the entire...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/09/oyo.jpg?itok=S5b3_rHa
Telangana govt & Oyo team up for hospitality development

The Telangana government and hospitality company Oyo have announced their intent to collaborate to develop the hospitality ecosystem in the state. Oyo’s new tech development centre was inaugurated by Telangana minister for IT, electronics and communications K Taraka Rama Rao.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/08/lintas.jpg?itok=9Ap0xIBb
MullenLowe Media Mub comes to India as Lintas MediaHub

MUMBAI: MullenLowe Mediahub from MullenLowe Group has entered India and will operate as a division of MullenLowe Lintas Group’s omnichannel agency, PointNine Lintas. Lintas Mediahub is being launched as a full-service media offering for a digitised world.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/08/Harish%20Shriyan.jpg?itok=MC_MkMcu
Harish Shriyan elevated as Omnicom Media Group CEO

MUMBAI: Omnicom Media Group India COO Harish Shriyan has been elevated as chief executive officer. In his latest capacity, Shriyan will now be in charge of the performance of the group’s four offices in the country and will drive the company’s expansion process to meet the demands of new growth.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/08/Nestle.jpg?itok=NCmynP7N
Nestle retains Zenith as AOR

MUMBAI: Nestlé India has retained Zenith as the AOR (agency of record) for its media business. Recently, Nestle also consolidated its nutrition digital marketing business with Zenith and DigitasLBi.

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories