Interpublic Group (IPG) has announced a strategic move to further unify its data, engineering, martech, and adtech resources by extending the role of Jarrod Martin, the current Global CEO of KINESSO. Martin will now also oversee Acxiom, IPG’s data identity resolution, and marketing cloud services unit. This effort aims to align the teams responsible for IPG’s integrated marketing engine, which serves as the company’s single operating system to connect data, media, creative production, and commerce.
Acxiom’s data and technology play a pivotal role in ensuring that brands can deliver personalized and engaging customer experiences across various marketing channels. Martin’s new responsibilities will see him working closely with Jayna Kothary, Chief Solutions Officer for IPG, to manage the end-to-end development of this engine, from architecture to change management.
In addition, Salesforce cloud services will now be consolidated under Acxiom, including RafterOne, which IPG acquired in October 2022. This consolidation aims to offer clients streamlined consulting, implementation, and operational services across the full suite of Salesforce Clouds, reducing complexity and increasing efficiency. John Watkins, Acxiom COO, will continue to lead Acxiom’s first-party data management business and oversee Salesforce cloud services, reporting to Martin.
The announcement also welcomed Keith Camoosa, who rejoined IPG from Dentsu, named Acxiom’s Chief Product Technology Innovation Officer. He will be responsible for aligning product strategy with customer needs and overseeing product development and technology investments, reporting directly to Martin. These changes are effective immediately.
Philippe Krakowsky, CEO of Interpublic Group, emphasized that data and identity resolution services are crucial for driving brand growth. This move integrates IPG’s data and technology stacks, cloud services, and AI investments under one leadership team, thereby enhancing value realization from data across the Interpublic portfolio. Martin echoed this sentiment, highlighting the accelerated growth this alignment would bring for IPG clients and more intelligent marketing strategies.
Krakowsky praised Martin’s leadership and technical expertise, stating that the integration would ensure IPG agencies deliver superior business outcomes for marketers by connecting their range of offerings to data-driven insights, providing brands with the speed and agility needed to stay ahead.
