Kinesso, like other holding company data hubs, will focus on internal use cases. It is the “hands-on-keyboards” group within the company that operates addressable campaigns, Engelgau said. Execs from across IPG agencies will tap Kinesso for expertise in areas such as media-mix modeling, multitouch attribution, online marketplaces or first-party data services.
Having an internal data services group like Kinesso has quickly become a must-have in major brand media account pitches, Pattisall said. And he noted that holding companies are investing heavily in those businesses because they expect them to become more powerful tools to also win creative reviews.
But Kinesso’s early gains likely won’t come from splashy account wins.
Engelgau said IPG has “already seen real traction” in the past year converting Acxiom’s customer base – a huge pool of companies, many of which haven’t worked extensively with agencies before – with tech and services that are now centralized within Kinesso.