FYI

VMLY&R Asia combines forces with data science specialist ada

VMLY&R Asia has forged a partnership with data science specialist ada, owned by telecom firm Axiata Group Berhad and Japanese conglomerate Sumitomo.

The partnership will see VMLY&R and ada bring together marketing intelligence and insight to create data driven solutions for clients. Until March last year, ada was known as AdParlor and was rebranded in an attempt to move beyond its antecedents in digital buying.  

The announcement:

ada, Asia’s largest telco-data enabled company that integrates data, insight and media to deliver business outcomes and VMLY&R, Asia’s first truly integrated brand experience network, join forces to take data-led marketing in Asia to the next level. This latest move will further VMLY&R’s mission of using data to drive business growth for clients.

The partnership will provide unmatched access to consumer data and insights for clients, with comprehensive solutions spanning from advanced data analytics to hyper-contextual communications.

Under this agreement, VMLY&R and ada bring together market intelligence and marketing insight to produce data-led solutions for clients in Asia.

Over the last three years, ada has invested heavily in building up its data science prowess and data management platform. Today, the company has consumer data from over 300 million unique profiles, which it harnesses to produce advanced analytics and predictive modelling solutions for clients. These solutions are classified for specific industries including telco, financial services, retail, travel, and automotive.

VMLY&R’s dedicated in-house data specialists will collaborate with ada to offer clients the most precise data-led marketing solutions in Asia. The agency will leverage ada’s assets, turning them into actionable insights and powerful creative ideas that deliver growth for clients and prospects.

Commenting on the partnership, Hari Ramanathan, Chief Strategy & Transformation Officer, VMLY&R Asia said, “Data by itself is not useful, it needs creativity to turn into business impact. That’s what our partnership with ada is all about, they’re not just a data provider to us. They are an integral part of our solutions team. Their Telco Data and data science abilities, with our technology and creative prowess, is a force multiplier that’s going to reshape the industry in a strong way.”

Srinivas Gattamneni, Chief Executive Officer, ada said, “VMLY&R has the right synergy with us thanks to our aligned vision of bringing great results and outcomes to clients. They have a strong track-record and together, I am confident that we will be able to make change and create new opportunities for our clients – opportunities that they didn’t even know existed, thanks to data-driven, actionable insights.”

Source: VMLY&R press release

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