Starcom Mediavest Group (SMG) and data analytics firm Acxiom have formed a pan-European partnership which will see the firms pool resources to bolster their data-driven advertising capabilities.
The deal, which forms part of a wider global agreement between the companies, will mean SMG can develop more targeting branding, retention and acquisition strategies.
The Publicis-owned agency will use Acxiom’s customer recognition technology to centralise and connect campaigns and data across all the channels and platforms it uses for its clients.
The partnership has been formed in response to increasing client demand to connect consumer insight and targeting generated from their existing offline CRM programmes with online media planning and buying.
SMG will use Acxiom technology which pulls in brands’ first-party data to create an anonymised single customer view.
Iain Jacob, president of Dynamic Markets, SMG said the partnership would put the agency “at the forefront” of delivering data-driven marketing and precision targeting for its clients, which include Procter & Gamble and Samsung.
“As a European first, it enables us to the lead the industry in creating true one-to-one marketing at scale,” he added.