New Delhi: IPG Mediabrands India, the media arm of Interpublic Group of Companies, is in the process of rolling out a data management platform in partnership with a leading market research firm to offer consumer insights and strategies to its clients using data and technology.
According to Shashi Sinha, chief executive, IPG Mediabrands India, a deal is in the works and will be announced shortly. Interestingly, IPG’s competitor and the biggest media group in the country, GroupM, already has a data investment management division, Kantar Media, owned by parent company WPP.
“The big play is in data. Our objective is to invest in data and technology-led innovations and services. Currently, we are growing at upwards 25% and we would definitely sustain the growth rate," said Sinha.
Sandeep Goyal, chairman, Mogae Media, a digital and mobile media company, explained that data management platforms are about data that changes every minute.
Unlike a telco or a travel firm where the data being handled is in large volume and constantly changing, media or a research agencies are used to static data.
“It is a welcome move by a legacy agency which is trying to adopt a futuristic approach. Data management platforms are usually not set up by advertising agencies. Their biggest challenge will be how quickly they will learn the business ensuring that clients believe in their capability of dealing with such data," Goyal said.
Apart from data, the agency is also running customer relationship management pilot projects for its clients.