IPG unites agencies and clients under all-in-one data platform ‘Interact’

Interpublic Group (IPG) has launched an identity resolution cloud application aimed at integrating brands’ cloud ecosystems.

The Acxiom-powered tool will unite data, media, creative, and production across all the holding company’s agencies and clients

In a statement, Jayna Kothary, Interpublic’s chief solutions officer, claimed the platform and functionality “is better than anything we currently see in the market."

She said: “The idea of mass personalisation has generally been more of an aspiration than a reality, yet Interact makes it real.

“This platform takes everything we’ve learned from our partnerships and products—across all facets of our portfolio and the fullest breadth of marketing activities—to transform the entire marketing process. Interact can therefore be leveraged by all Interpublic clients to build brands and drive business growth.”

The tool will connect across the entire Interpublic portfolio, which includes IPG, performance marketing agency Kinesso, and media agency UM among others. Interact is available and being utilised across Interpublic clients.

Jarrod Martin, CEO of Interpublic Engineering and data companies KINESSO and Acxiom, said: “Interact, AI-enabled with Acxiom data as its foundation, manages the production and dissemination of campaigns, whether on marketing technology platforms, in earned media, or in paid media investments, across all formats and channels. 

“Mass-personalisation done right is a meaningful strategic advantage for our clients, and our enhanced end-to-end solution helps our clients better engage, convert and retail customers through the entire marketing funnel.”

As part of the enhancements, Interpublic has unified its data, engineering, martech, and adtech resources under one leadership team, aligning Acxiom's data, identity resolution, and marketing cloud services with the engineering teams behind Interact.

IPG claims that Interact has been instrumental in securing new business for Interpublic, underpinning the company's recent client acquisition successes. 

The holding company reported a total revenue of $10.89 billion in 2023.

Philippe Krakowsky, CEO of Interpublic, said: “In media and CRM, we’ve been delivering true personalization at scale with our marketing engine, and these enhancements allow us to do so consistently across all forms of marketing activity.”

This story first appeared on Performance Marketing World.