How will agencies get the attention of CMOs for marketing optimization and big data analytics? Here’s one approach: Publicis Groupe and Adobe announced a strategic partnership to deliver the Publicis Groupe Always-On Platform™, the first end-to-end marketing management platform from Publicis Groupe that automates and connects all components of a client’s marketing efforts.
This unique platform will standardize on Adobe Marketing Cloud, and for the first time in the industry, all agencies across Publicis Groupe will be able to create engaging content, access marketing intelligence, identify and build audience segments, deliver campaigns, and track and measure marketing performance through a unified technology and data structure.
Available to all agencies in the Publicis Groupe network, the platform will be anchored in VivaKi as an open framework so that every agency can deploy and brand it uniquely for use. Agencies currently slated to access the system include BBH, DigitasLBi, Leo Burnett, MSLGROUP, Publicis Worldwide, Razorfish, Rosetta, Saatchi & Saatchi, Starcom MediaVest Group, VivaKi and ZenithOptimedia.
The collaboration is expected to drive growth across the two companies, and accelerate Publicis Groupe’s goal to make combined digital and emerging market revenue 75 percent of its multi-billion dollar business by 2018.
It is a great partnership. My only concern is that this type of implementation requires organization change management on behalf of each organization and great leadership that understands their current organizations and the vision of the future state and where the agencies are going….. It will require the right leadership in each organization and the skill sets — people who are not only excited about using the technology, but is not so busy that they can learn to use and then optimize it. I believe it’s possible and that these firms can make it happen. They are well positioned to be the leaders.
That’s my take!
VP and Principle Analyst, Connecting Marketing, Customer Experience and Customer Service