Interpublic Group has completed the $2bn acquisition of data marketing services company Acxiom which it has said will lead the network into ‘a future in which data-driven marketing solutions will be increasingly core to brands’ success.”
The deal, which excludes the LiveRamp business, will see Acxiom positioned as a stand-alone unit within Interpublic Group.
The running of Acxiom will be overseen by Arun Kumar, chief data and marketing technology officer, IPG.
“With this transaction, we will add a foundational, world-class data asset, covering two-thirds of the global population, to our capabilities. This is a transformational step for IPG that will benefit our clients,” commented Michael Roth, chairman and chief executive of Interpublic Group.
“Having the ability to leverage data at scale enables us to develop deeper relationships in the marketplace, and to do so by bringing together two companies with cultures that are highly aligned when it comes to our approach to high standards of transparency and respect for the consumer,” added Roth.
Philippe Krakowsky, IPG’s chief strategy and talent officer, as well as chairman and chief executive of IPG Mediabrands, continued to explain: “Together, we can go to market as a trusted, high-value partner that will deliver on the promise of combining data management and marketing services to drive measurable business outcomes.”