One year after IPG announced its $2.3 billion acquisition of Acxiom, a clearer picture of what the purchase will do for the holding company is starting to emerge.
So far, IPG has focused on using Acxiom’s data capabilities across its media agencies, integrated and trained teams on how to use the data and retooled some of its leadership positions across both Acxiom and its agencies. The holding company is currently working to build out new data-powered products and introduce those later this year. At the same time, IPG is figuring out how to use Acxiom across its other agency offerings.
In the earnings calls that have followed the close of the deal, which became official in October, IPG CEO Michael Roth said that the company is pleased with the integration and attributed gradual growth for the holding company to Acxiom. Last month, during the Q2 earnings call, Roth shared news that Acxiom has expanded its relationship with a major auto distributor in the U.S. and that it had won a new financial and technology client.
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