WPP-owned agency VMLY&R has partnered with telco data business Ada in Asia to provide a service to brands that will use data to deliver on business challenges.
According to the announcement, tying the agency offering to the data services of Ada will allow clients to tap into advanced data services, such as analytics and hyper-contextual advertising.
Hari Ramanathan, chief strategy and transformation officer, VMLY&R Asia, said: “Data by itself is not useful, it needs creativity to turn into business impact. That's what our partnership with Ada is all about, they're not just a data provider to us. They are an integral part of our solutions team. Their telco data and data science abilities, with our technology and creative prowess, is a force multiplier that’s going to reshape the industry in a strong way.”
According to the businesses, the partnership will mostly start with the VMLY&R in-house data specialists, who will use the Ada platform to get insights and use them to forge ideas that impact growth for brands.
Srinivas Gattamneni, chief executive officer, Ada said: “VMLY&R has the right synergy with us thanks to our aligned vision of bringing great results and outcomes to clients. They have a strong track-record and together, I am confident that we will be able to make a change and create new opportunities for our clients – opportunities that they didn’t even know existed, thanks to data-driven, actionable insights.”
Fusing creative businesses, like creative agencies and production businesses, to data is a growing trend in the market, as many recognise that the combination of creative thinking and technology is attractive for brands. It’s the basis of former WPP chief Sir Martin Sorrell’s new venture S4 Capital, which has brought together creative in MediaMonks and programmatic in Mightyhive, under the banner of doing things ‘better, faster, cheaper’.