Interpublic Group’s Acxiom is ready to set foot in India. Interpublic Group (IPG) is a global provider of marketing solutions, and Acxiom, a database marketing company, is a part of IPG. Acxiom was acquired by IPG for $2.3 billion in 2018. The company has a strong presence in the US, European and Chinese markets.
As the importance of consumer data is increasing and also the debates over data privacy, the US-based consumer data major has decided to enter India’s fast-growing consumer market.
The company aims to offer data services to brands, their agencies, and their technology partners, helping them navigate the complexity of creating exceptional experiences across every consumer touchpoint.
The company will use tools that it has developed to break down data silos (a data silo is a repository of data that is controlled by one department in an organization and isolated from the rest of the organization). This will activate data across both digital and offline channels. This process helps brands deliver targeted experiences to customers by integrating distinct channels, advertising and marketing technologies, and data, across their journey.
The company also helps brands manage first, second, and third-party data at scale using a comprehensive suite of offerings including data strategy and management, audience creation, performance media, personalized messaging, planning and buying, and analytics, all by adhering to the privacy laws in the respective countries.
Arun Kumar, IPG’s Chief Data and Technology Officer, said that India is as important a market as China and that it is now time for Acxiom to enter the Indian market and scale the operations before they get too big. Acxiom’s first office in India is likely to be set up in the next 6 to 8 months.
One of the architects behind IPG’s acquisition of Acxiom, Kumar further added that there is a huge talent pool for analytics, but what is lacking here is how to collect consumer data, manage it, and connect with the rest of the ecosystem on all physical and digital points.
The company plans to hire a thousand to fifteen hundred employees in India. The city in which it will be headquartered in India has not yet been decided.
Since the IPG is headquartered in Mumbai, and many of its clients are in Mumbai, it is expected that Acxiom will also operate from Mumbai. Its data centers, however, might be located in smaller cities, Kumar hinted.
By adding Acxiom to its India offerings, IPG Mediabrands is positioning itself for a future in which data-driven marketing solutions will increasingly be the key to brands’ successes.
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