Publicis Constructs Pan-Agency Marketing Platform With Adobe

Publicis Groupe today debuted the Always-On Platform, a marketing management framework perched on Adobe Marketing Cloud that automates and connects client efforts across all Publicis Agencies. In a statement announcing the collaboration, Publicis said it intended Always-On to speed it toward its goal of making emerging market and digital revenue account for three quarters of its billings by 2018.

Always-On will be anchored in VivaKi, Publicis’s data-driven marketing agency that runs the Audience On Demand service for programmatic media buys. It will exist as an open framework so that each agency can customize its own user experience. Agencies already slated to access the system include BBH, DigitasLBi, Leo Burnett, MSLGROUP, Publicis Worldwide, Razorfish, Rosetta, Saatchi & Saatchi, Starcom MediaVest Group, and ZenithOptimedia.

“When we say Always-On is the first end-to-end marketing management platform, we mean it. No other agency or holding company is offering anything like it,” VivaKi Chief Growth Officer Stephan Beringer (above) told Direct Marketing News. “All agencies across Publicis Groupe will, for the first time, be able to create content, tap into marketing intelligence, scale relevant audiences, deliver campaigns, and measure marketing performance through a single, unified platform.”

Always-On is designed to enhance the efforts of agencies and clients in four areas:

  • Measuring the most effective touchpoints across all channels by assigning values to specific marketing components using Adobe’s Master Marketing Profile and Media Mix Modeling;
  • Building a data management platform combining customer data and insights from clients and publishers to improve targeting and cross-channel campaign performance;
  • Integrating marketing automation elements of Adobe Campaign with analytics and segmentation tools to engage with customers through the proper channels at the highest moments of receptivity; and
  • Developing a central asset management capability to control digital assets from the moment of creation to the points of delivery.

Publicis turned to Adobe for the collaboration because of its long-standing relationship with the company. “Many of our agencies and their clients already use Adobe products, and this momentum gives us a huge head start in harmonizing and connecting the network,” Beringer said. “It was important that our partner be able to seamlessly work and integrate with many of the existing systems in place.”

Better marketing with Big Data is Always-On’s ultimate mission. “The integration of this platform across agencies will allow all marketing functions to…coordinate efforts acting on the same data,” Beringer said. 

Adobe VP of Global Partners Jay Sampson heralded the deal as a watershed event for the Marketing Cloud. “This collaboration gives Adobe an opportunity to work with Publicis and some of the most digitally savvy marketers in the world,” he said, “and from that, both firms expect to transform our businesses.”

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