Interpublic Group today announced its takeover of global data marketing firm Acxiom Marketing Solutions for $2.3bn (£1.74bn).
The acquisition brings Acxiom’s data capabilities into IPG’s creative, marketing and media portfolio. Acxiom has 2,100 employees worldwide, including 1,600 data specialists that handle a wide range of services including data management, strategy, analytics and its audience creation and modelling tools.
“In a world where everything is becoming data-driven, Acxiom Marketing Solutions offers the deepest set of capabilities for helping companies navigate the complexity of creating personalised brand experiences across every consumer touchpoint,” said Michael Roth, IPG’s chairman and chief executive.
The deal does not include Acxiom’s LiveRamp business.
Dennis Self and Rick Erwin will remain co-president of Acxiom, which will become part of IPG Mediabrands. They will report to Arun Kumar, IPG chief data and marketing technology officer.
Acxiom currently has four offices in Asia-Pacific: Sydney, Tokyo, Shanghai and Nantong City in China. Dean Capobianco is the APAC managing director.
“This is important news for IPG in Asia where the Acxiom capability will complement their media assets, particularly in China and Australia where the newly acquired company has a strong footprint,” R3 principal Greg Paull told Campaign.
“It sends an important message to the industry that data leadership is now a fundamental part of media strategy and thinking.”
A version of this article was first published by CampaignAsia-Pacific.