By Jessica Davies

Starcom Mediavest Group (SMG) and data analytics firm Acxiom have formed a pan-European partnership which will see the firms pool resources to bolster their data-driven advertising capabilities.

The deal, which forms part of a wider global agreement between the companies, will mean SMG can develop more targeting branding, retention and acquisition strategies.

The Publicis-owned agency will use Axciom’s customer recognition technology to centralise and connect campaigns and data across all the channels and platforms it uses for its clients.

The partnership has been formed in response to increasing client demand to connect consumer insight and targeting generated from their existing Read full story ›

Source: The Drum