Those ‘Math Men’ are at it again – this time at Publicis Groupe which has teamed with software giant Adobe to create (and trademark) what they claim is the world’s first ‘Always-On Global Marketing Platform.’
This is described as ‘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 standardise 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.’
Adobe president and CEO Shantanu Narayen (left) says: “Adobe and Publicis Groupe are a powerful combination and we have been delivering marketing innovation together for more than two decades. The massive scale of agency services across the Publicis networks, coupled with Adobe’s unique leadership in digital marketing solutions, will enable Publicis clients to develop best-in-class digital marketing capabilities that drive growth.”
PG CEO Maurice Levy says: “By embarking on this journey with Adobe, a powerhouse in creative and marketing solutions, Publicis Groupe will be the first agency holding company to offer clients an integrated set of digital marketing solutions across all key marketing and creative agencies. We are solving a core marketing dilemma for our clients by enabling them to more personally interact with their customers and tell relevant, powerful stories at scale, while successfully navigating the complex digital landscape.”
So it sounds a bit more than, say, swapping PCs for Macs.
Always-On, will, say its owners, aid multi-touch attribution via Adobe’s Analytics, Master Marketing Profile and Media Mix Modeling; provide heaps of data via a new data management platform, facilitate automated campaigns where everything happens at once and better manage digital assets. The two partners will form a join sales and marketing team.
The world is awash with whizzy new data management platforms – PG rival WPP has its Xaxis construct – but, flimflam aside, this sounds significant and it’s certainly a coup for PG’s Maurice Levy to tie up such a deal with Adobe.