Agency holding companies yet to successfully deploy data assets at creative agencies

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 25, 2019, 12:35 PM UTC

Getting creatives to source insights and incorporate data can be troublesome.

The article cites a Forrester report which revealed that agency holding companies, while having spent considerably on data assets, haven’t been able to successfully deploy them at creative agencies. Over the last five years, they have spent $12 billion on data assets.

Forrester evaluated Omnicom’s Omni, IPG’s AMP, Publicis’ PeopleCloud, Dentsu’s M1, Havas’ Converged and MCD Partners’ Alchemy. These data platforms can target audiences better by effectively reconciling multiple data sets.

While clients may not fully understand what data platforms do, they ask to see agency data platforms in new business pitches. Emphasising the importance of data, Jay Pattisall, analyst at Forrester notes, “It used to be cost, culture and capabilities were how clients selected partners. Now looking at data is an important piece of that.”

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