Tag: digital marketing solution

Singapore – IPG Mediabrands, the media holding company within Interpublic Group, announced the launch of its newest tech-driven performance unit, KINESSO, which delivers real intelligence to move brands forward.

KINESSO is uniquely positioned to unify the data derived from a brand’s full marketing system into one renowned, intelligent, growth-driving capability.

The new unit brings together the collective power of brands Kinesso, Reprise, and Matterkind to form an engine that is expected to deliver accelerated growth for the company.

KINESSO performance solutions, end-to-end media activation and optimisation, global capability centres, and data and technology prowess are expected to provide an even more holistic and integrated approach to servicing and ensuring the success of IPG Mediabrands clients.

With its launch, it will have an extensive offering spanning performance marketing, data, and technology and is poised for digital excellence via advanced capabilities including progressive search engines, digital experiences, platform intelligence, media activation, AI, and audience development.

KINESSO, created with a deep understanding of consumer behaviour, offers an end-to-end engine of planning and optimisation. It will deliver on data-driven strategy for social platforms, actionable growth in e-commerce, and creating curated marketplaces specific to each client’s function and needs.

The unveiling of the new tech unit is rooted in the company’s understanding of the rapidly shifting media landscape brought about by developments in technology.

Jarrod Martin, global CEO at KINESSO, said, “KINESSO by definition means movement and change, and that is what we’re bringing to the forefront of this new business. We’re here to help our clients win and make sure those wins stand out above the rest. KINESSO will make up the most efficient and powerful operating system in the   marketueled by an infrastructure that allows all our agencies to function with agility and consistency in a global capacity.”

Meanwhile, Eileen Kiernan, Global CEO of IPG Mediabrands, also shared, “This is an important time in our history to build upon the collective success of Matterkind, Reprise, and Kinesso. Positioned at the heart of IPG Mediabrands, KINESSO will expand horizons for our clients by prioritising excellence in the future of media, superior value delivery, and a commitment to innovation, breaking down industry barriers. We’re excited to bring this offering to our clients and drive actionable growth for their businesses.”

Thailand – Australian ad tech company Cartelux, has announced a partnership with Ford Motors ASEAN and Google which will see its centralised digital marketing solution rolled out across Ford’s ASEAN dealer network.

Referred to by Google as ‘the future of automotive retail’, Cartelux announced the partnership at Google’s Think Dealer APAC event, where Cartelux presented the keynote, along with speakers from customers, Ford, and MINI (part of the BMW Group).

The program for Ford in Thailand began in late 2021, followed by South-East Asia (SEA). As part of Ford’s ongoing innovation partnership with Google, Cartelux technology allows Ford to drive local innovation by simplifying and automating the ad creation, approval, and media buying processes. Cartelux enables the dynamic personalisation and localisation of creative assets by each dealer while delivering a consistent brand campaign for Ford. Using Cartelux, Ford dealers can create and amplify ad campaigns in 60 seconds, providing the ability to react quickly to changing market conditions.

Saruth Ingkavat, marketing director at Ford Thailand, said that the Cartelux technology allows dealers to easily launch their own, personalised digital campaigns to drive more traffic and leads to their dealerships and websites. 

“It saves both time and money that dealers would otherwise have spent on setting up, producing, and amplifying their own campaigns. Being able to innovate and deliver campaigns quickly will enhance our agility within a complex and highly competitive retail market,” Ingkavat said.

Ingkavat added, “Initial results have been highly encouraging. Beyond the ability, for dealers to create fully compliant campaigns in less than 60 seconds, and regardless of their digital literacy, Cartelux allows the OEM to control advertising in each dealer’s physical territory. We have seen significant search uplift in provinces where we are running Cartelux activity.” 

Irin Khandhajavana SEA & MENA lead, Automotive at Google, shared “Cartelux allows dealers to participate in Google’s global knowledge pool, creating access to campaign professionality in a simple and time-efficient manner. By partnering with Cartelux and Ford, we established a link between Google’s world-class media targeting capability, retail networks, and consumers, together we ensure the message is making the last mile to the right consumer and the right time. We saw search volumes for Ford triple.”

Ford has also introduced Online to Offline tracking (O2O), to measure those exposed to the campaign online who then go on to take an offline action, such as visiting a dealer or purchasing a car. This innovation takes tracking beyond standard media analytics and provides a 360-degree view of campaign performance and how online efforts drive offline action. Allowing professional performance marketing for each individual dealer.

Meanwhile, Patrick Doble, global general manager at Cartelux, commented, “Google’s partnership with Ford is transforming how automotive businesses innovate.”

“We’re excited to partner with Google to enable Ford to further improve customer experiences with differentiated technology and personalised services,” Doble adds.

Initially adopted by the automotive industry, the need to solve video on a global scale has seen Cartelux secure several new multinational clients across a range of verticals. Cartelux is enabling national sales companies and their local area marketers to leverage the power of scalable video on a local, regional or global scale.

The company is seeing significant growth both domestically and internationally and announced key hires to the executive team: Hervé Genin, general manager EMEA, last year, and Kristin Harder, global head of strategy and partnerships, this year.