Interpublic Group (IPG) has announced ‘Interact’, the latest evolution of its marketing engine. This platform delivers connectivity and global reach, serving as IPG’s core technology platform infrastructure.
As per the company, following a series of enhancements, this end-to-end framework integrates data flow across the campaign lifecycle, from brand research and audience insights to creative ideation, production, commerce and CRM programs, and earned media, as well as powering media activation and optimisation.
By connecting the entire IPG portfolio, Interact aims to establish a unified set of standards, practices and a technology layer, built on consumer insights at scale fueled by Acxiom’s data and Real ID capabilities. This marketing platform, powered by intelligence, enables IPG companies to drive better marketing performance in real time for clients across all media channels and touchpoints, while building brands for long-term success, the company stated.
The latest iteration of IPG’s data and technology represents several significant advancements, including unified resources. The company has unified its data, engineering, martech, and adtech resources under one leadership team, aligning Acxiom’s data, identity resolution, and marketing cloud services with the engineering teams behind Interact.
Further, earlier this year, IPG united all facets of the content supply chain by integrating Adobe’s latest content supply chain and generative AI products into its marketing technology platform.
Interact leverages technology and expertise from IPG’s enterprise partnerships with IBM, Amazon, Google, Microsoft, Blackbird.AI, Getty Images, and others. These partnerships provide secure access to advanced generative AI tools and large language models, transforming internal processes and client service offerings.
The company clarified that with these advancements, Interact connects the marketing ecosystem and eliminates data silos to power unparalleled customer experiences. The platform unlocks deeper insights into targeting audiences, driving the creation of compelling content and enabling real-time campaign optimisation.
Speaking about the development, Philippe Krakowsky, CEO, Interpublic, said, “Interact links the powerful expertise resident within our agencies with our technology capabilities to orchestrate the full range of marketing and sales activity in one place. In media and CRM, we’ve been delivering true personalisation at scale with our marketing engine, and these enhancements allow us to do so consistently across all forms of marketing activity. Interact enables end-to-end solutions that help our clients better engage, convert and retain customers through the entire funnel, assessing and understanding the value of their investments across media, marketing and sales channels, in real-time.”
Further, Jarrod Martin, CEO, Interpublic engineering and data companies KINESSO and Acxiom, said, “Interact, AI-enabled with Acxiom data as its foundation, manages the production and dissemination of campaigns, whether on marketing technology platforms, in earned media, or in paid media investments, across all formats and channels. Mass-personalisation done right is a meaningful strategic advantage for our clients, and our enhanced end-to-end solution helps our clients better engage, convert and retain customers through the entire marketing funnel.”
To this, Jayna Kothary, Interpublic’s Chief Solutions Officer, said, “The Interact platform and functionality is better than anything we currently see in the market. The idea of mass personalization has generally been more of an aspiration than a reality, yet Interact makes it real. This platform takes everything we’ve learned from our partnerships and products – across all facets of our portfolio and the fullest breadth of marketing activities – to transform the entire marketing process. Interact can therefore be leveraged by all Interpublic clients to build brands and drive business growth.”
