Page 8 - index

RESEARCH, ANALYSIS & TRENDS

Vive la différence! Vive l’unicité!

Publicis Groupe and Adobe announced a strategic part- will also develop a data co-op where clients, and
nership to deliver the Publicis Groupe Always-On Plat- ultimately publishers, can opt in and contribute
form™, the first end-to-end marketing management data in exchange for even richer customer profiles,
platform from Publicis Groupe that automates and con- vertical insights and customer intelligence. Adobe
nects all components of a client’s marketing efforts. AudienceManager and Adobe Media Optimizer will
drive optimal targeting and cross-channel cam-
For the first time in the industry, all agencies across paign performance.
Publicis Groupe will be able to create engaging content, 3. Campaign/Marketing Automation. As screens
access marketing intelligence, identify and build audi- and devices proliferate, Always-On is expected to
ence segments, deliver campaigns, and track and automate marketing effort across multiple chan-
measure marketing performance through a unified tech- nels. With the goal of integrating Adobe Campaign
nology and data structure. with analytics and segmentation tools, the platform
will empower Publicis Groupe agencies to drive
The platform will be anchored in VivaKi as an open campaign efficiency and engagement across the
framework so that every agency can deploy and brand it full customer journey, to reach audiences that mat-
uniquely for use. Agencies currently slated to access ter at the highest moments of receptivity. The auto-
the system include BBH, DigitasLBi, Leo Burnett, mated integration will allow all marketing functions
MSLGROUP, Publicis Worldwide, Razorfish, Rosetta, to coordinate efforts by acting on the same data.
Saatchi & Saatchi, Starcom MediaVest Group, VivaKi This includes an agreement across the agencies
and ZenithOptimedia. for cross-channel campaign management for
search and social buy side optimization through
Adobe Media Optimizer.
The collaboration is expected to drive growth across the
two companies and accelerate Publicis Groupe’s goal to 4. Content and Experience Management. The digi-
make combined digital and emerging market revenue tal asset management capability within Adobe Ex-
75% of its multi-billion dollar business by 2018. perience Manager is expected to enable teams,
wherever they sit inside the network, to easily and
effectively create, manage and control valuable
“By embarking on this journey with Adobe, a power-
house in creative and marketing solutions, Publicis digital assets. From the moment an asset is creat-
ed to the point of delivery, the platform will enable
Groupe will be the first agency holding company to offer
clients an integrated set of digital marketing solutions workgroups to create and manage assets through
the entire lifecycle of global branding and multi-
across all key marketing and creative agencies,” said
Maurice Levy, Chairman and CEO of Publicis Groupe. channel distribution with a single, easily accessible
digital repository.
“We are solving a core marketing dilemma for our cli-

ents by enabling them to interact more personally with “We are essentially creating a new operating model
their customers and tell relevant, powerful stories at
scale, while successfully navigating the complex digital stitching together multi-agency services, technologies
and workflows to the benefit of our clients,” said Steph-
landscape.”
an Beringer, VivaKi’s Chief Growth Officer. “By con-
verging the forces of marketing technology, data, crea-
The platform is scheduled to provide Publicis Groupe tivity and strategy, we eliminate silos, optimize delivery
agencies and their clients with four solutions to solve and maximize the investments made in ad budgets,
current marketing challenges: talent and consumer engagement.”

1. Multi-touch Attribution. The Always-On platform Both Adobe and Publicis Groupe will invest in joint
will move the market beyond “last click” attribution, sales and marketing, including retaining a dedicated
by providing options for a multi-touch model that team of strategists and business development special-
identifies and assigns true value to specific market- ists to innovate and bring the platform to market.
ing components – online and offline – that help spur
customer action. Publicis Groupe agencies will be “Adobe and Publicis Groupe are a powerful combina-
able to enhance their attribution and planning solu- tion and we have been delivering marketing innovation
tions with Adobe’s Master Marketing Profile and together for more than two decades,” said Shantanu
Media Mix Modeling, as well as Adobe Analytics, to Narayen, President and CEO, Adobe. “The massive
measure the most effective touch-points across scale of agency services across the Publicis networks,
channels and model investments. coupled with Adobe's unique leadership in digital mar-
2. Unparalleled Audience Understanding. Always- keting solutions, will enable Publicis clients to develop
On encompasses a data management platform best-in-class digital marketing capabilities that drive
(DMP) which will produce a robust set of customer growth.” ◊
profiles, segmentations and vertical insights. VivaKi By MediaBUZZ

8 Asian eMarketing September 2014 - Search Engine Marketing