Publicis Groupe and Adobe have struck a strategic partnership to deliver a marketing management platform that automates and connects all components of a client’s marketing efforts.
Dubbed the Publicis Groupe Always-On Platform, it lets agencies 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.
“Adobe and Publicis Groupe are a powerful combination and we have been delivering marketing innovation together for more than two decades,” said Shantanu Narayen, President and CEO, Adobe. “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.”
“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,” said Maurice Levy, Chairman and CEO of Publicis Groupe. “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.”
“We are essentially creating a new operating model stitching together multi-agency services, technologies and workflows to the benefit of our clients,” said Stephan Beringer, VivaKi’s Chief Growth Officer. “By converging the forces of marketing technology, data, creativity and strategy, we eliminate silos, optimise delivery and maximise the investments made in ad budgets, talent and consumer engagement.”
Both Adobe and Publicis Groupe will invest in joint sales and marketing, including retaining a dedicated team of strategists and business development specialists to innovate and bring the platform to market.