In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?
Marketing and tech agency DigitasLBi and Oracle are launching DigitasLBI OSG (Oracle Solutions Group), a new practice aimed at developing and delivering innovative digital experiences using the vendor's technology.
Clients will have access to expertise from DigitasLBi, Oracle and Spindrift, DigitasLBi’s implementation experts for Oracle technology, through a single team. The two companies claim the collaboration is the first of its kind between leaders in cloud technology and a digital creative consultancy.
“Today’s brands are challenged to identify, understand and engage with current and prospective customers through a range of platform-based digital solutions often provided by multiple vendors,” DigitasLBi's chief strategy officer, Alan Davies, said. “OSG is launching to help clients overcome these challenges in a simpler way – by bringing together leaders in creative, digital technology and service delivery, in one team.”
DigitasLBi and Oracle are set to work together to design, develop and implement industry focused solutions that meet the changing needs of consumers and help build a single view of their customers’ digital portrait across all channels and be able to act on it.
“Personalisation and a seamless customer experience across channels are the immediate priorities for our customers in Asia-Pacific," Oracle APAC VP for customer experience, Brian Donn, said. "This partnership aligns CRM with marketing and ad tech, making it easier for organisations to quickly bring personalised, integrated experiences to their customers.”
OSG will be led by Spindrift’s CEO Ian Osborne and DigitasLBi’s global head of alliances, Trevor Smyth, and is now operational in the UK, USA, Middle East and APAC, with delivery centres in Berlin, Boston, Chicago, London, Milan, New York City, Paris and Utrecht. Within APAC, the initial focus will be on Singapore, Australia and Hong Kong, with a vision to expand operations across the region.
“OSG enables customer centricity by joining up data, media and platform in a single agency," Spindrift's CEO and co-founder, Ian Osborne, said. "This is a progressive move away from the traditional CRM, Ad Tech and marketing technology delivery managed by many agencies working on different parts of the conversion funnel."