Interpublic Group said it has completed its acquisition of Acxiom LLC which will operate as a stand-alone unit within IPG.
The deal brings together IPG’s media, creative, marketing services and analytics capabilities, global scale and consumer insights, with Acxiom’s unrivalled expertise in identity, data, integrations and data stewardship. With the acquisition, the Acxiom brand name will become part of the IPG portfolio; the transaction does not include the LiveRamp business.
Acxiom will continue to offer the broadest set of data and services in the industry for helping brands, their agencies and their technology partners navigate the complexity of creating exceptional experiences across every consumer touchpoint. Acxiom’s nearly 50 years of expertise and leadership in ethical data use will continue to be a differentiator in this era where consumers expect – and regulations increasingly demand – accountability, transparency and choice in how consumer data is managed and used.
“With this transaction, we will add a foundational, world-class data asset, covering two-thirds of the global population, to our capabilities. This is a transformational step for IPG that will benefit our clients,” commented Michael Roth, Chairman and CEO of Interpublic Group. “Having the ability to leverage data at scale enables us to develop deeper relationships in the marketplace, and to do so by bringing together two companies with cultures that are highly aligned when it comes to our approach to high standards of transparency and respect for the consumer,” added Roth.
“By adding Acxiom to our offerings, we are positioning our company for a future in which data-driven marketing solutions will be increasingly core to brands’ success,” commented Philippe Krakowsky, who is IPG’s Chief Strategy and Talent Officer, as well as Chairman and CEO of IPG Mediabrands. “Together, we can go to market as a trusted, high-value partner that will deliver on the promise of combining data management and marketing services to drive measurable business outcomes.”