April 12, 2017

Ad Agencies Add Tech Resources

Leo Burnett Ad Agency Integrates Data and Analytics Teams

PR Newswire

Ad agency Leo Burnett North America has combined several units to create an integrated data and analytic offering called The Core. Not a reference to the nonsensical science fiction film, alas. The Core brings together specialists in predictive analytics, CRM and loyalty programs, and quantitative research. Agency CEO Andrew SwinandIt told Ad Age the move is intended to help Burnett defend it turf against tech consultancies who are adding creative agencies.  If you haven’t seen Burnett’s advertisement where an ostrich uses a Samsung virtual reality headset to learn to fly, take a moment to be inspired.

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HY Connect Acquires Digital Technology Agency Merge Design + Interactive

Businesswire

What, you don’t think ad agencies acquiring tech resources is a trend? Here’s more evidence: full service agency HY Connect just announced acquisition of Merge Design + Interactive, a specialist in building Web sites, mobile apps, social campaigns, and all other things digital. Acquisitions like this happen all the time. Trust me.

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89% of Companies Lack Well-Developed Strategy to Improve Customer Experience: Econsultancy

emarsys

Why the merger between creative and tech? It’s the customer experience, silly. An Econsultancy study for emarsys of Asia/Pacific marketers found that just 11% have a well developed strategy to improve customer experience and even fewer (7%) are seamlessly integrated across channels. Biggest barriers are experience complexity (44%), disjointed data (34%), and siloed organizations (34%). Marketing is in charge of customer experience more than half the time (54%), far more often than sales (12%), customer insight (6%), operations (5%), or customer service/support (4%). No one is charge 7% of the time. .

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