FYI

IPG Mediabrands launches data management platform Sixth Sense

Sixth SenseIPG Mediabrands, the group media agency brand for Initiative and UM, has launched a data management arm called Sixth Sense.

The announcement:

SINGAPORE, 22 September, 2014IPG Mediabrands Asia has announced the launch of their Data Management Platform (DMP), Sixth Sense. Sixth Sense will function in conjunction with Cadreon’s real-time trading desk, to deliver step change in return on marketing investment.

Sixth Sense combines a technology platform layer sourced via strategic partners with a custom layer that will tap only into the most relevant data pools – across retail, mobile or social; and a proprietary layer that brings a unique perspective to the data.

Prashant Kumar, President, World Markets Asia, IPG Mediabrands, stated: “DMPs are fast becoming the brain central of marketing. Ability to integrate and harvest vast, diverse, structured and unstructured data streams that yield insightful audience management will be core to the future of marketing productivity. Doing it in a way that simulates most closely how people socialise with brands every day and that allows for integration of offline with the online, can provide a clear competitive advantage.”

He added: “Today, there is a vast gap between the conceptualizers of brand strategy and creative output, and the mathematical auto bots that are re-engineering digital investments. Sixth Sense allows the power of big ideas to be grafted into the programmatic fabric to achieve the whole brain impact that taps the best of both worlds.”

Ullas Sahadevan, regional head of Cadreon, IPG Mediabrands’ programmatic division believes that most DMP thinking in the market is based on the most linear and undifferentiated kind of segmentation and is too skewed towards the lower funnel. Sixth Sense will seek to take the conversation beyond technology and data to smart insights that address the mid-funnel bottlenecks of brands.

Sahadevan concluded: “Sixth Sense – true to its meaning, stands for the ingenuous extra sensory perception which deep data can bring us. Leveraging Mediabrands’ real-time buying capabilities, together with our communications planning expertise, Sixth Sense will allow us to bring imaginative, yet optimal solutions for our clients in the region.”

Source: press release

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing