Updated: Marketo and Wunderman partner on insights-driven digital marketing offering

New alliance sees vendor's marketing automation platform combined with Wundeman's creative and data management products and is reflective data-driven marketing trend

Marketo and global digital agency, Wunderman, have struck a partnership that sees the agency deploying marketing automation to resell data- and technology-driven fuelled digital marketing solutions worldwide.

According to a statement, the vendor’s marketing automation platform as measurement and automation engine will be combined with Wunderman’s creative executive strategy, data and analytics services to deliver a new ‘insight-driven engagement’ offering to clients.

As part of the deal, Wunderman’s global data set, which it claims contains more than 890 million consumer profiles, will be deployed across Marketo’s platform for real-time integration with the agency’s proprietary data management platform, Zipline. Clients will also be able to execute, track and optimise campaigns through Marketo.

More widely, the two companies said joining forces would allow brand owners to better engage their customers across all digital channels through connected campaigns, as well as demonstrate marketing’s impact on revenue.

The deal is similar to that struck by Omnicom Media Group and Salesforce in 2013, which saw the agency’s Annalect division build a range of social marketing technology services for its clients off the back of the vendor’s Marketing Cloud platform. At the time, Omnicom claimed the deal was one of the first of its kind for the agency group.

Another example of this type of ‘marketing-as-a-service’ being invested in by agencies is Adobe’s global partnership with Publicis Group.

Marketo has also been working steadily to build its agency partnerships worldwide, both in terms of supplying as well as integrating its marketing management platforms, and counts WPP and Publicis in its strategic agency ranks.

“Marketing automation has tremendous potential but consumers don’t want to feel that a machine is talking to them,” commented Wunderman global CEO, Mark Read. “Today, consumers expect real content that speaks to them as individuals – which is where Wundeman’s unique blend of creativity and data can be most effective.

“Our partnership with Marketo will deliver this to Wunderman’s clients through greater expertise with their platform and access to our unique data pre-loaded into Marketo.”

Marketo chairman and CEO, Phil Fernandez, said the alliance was reflective of the ongoing push by brands to better understand their customers using more complex metrics than ever before.

“This partnership foretells the natural future of the advertising and marketing relationship, one in which CMOs can sleep better at night not only knowing they’re reaching tens of thousands of customers with the right message at the right time, but that they can clearly demonstrate the impact of their spend.”

Josephine Lanzarone, Microsoft Australia CMO Lead, is a client of the agency locally and welcomed the news . “Wunderman-Bienalto works as an extended part of our team on many aspects of marketing, including marketing automation, and I am eager to see the great work they do together. I am sure there’s plenty to look forward to,” she said.

CEO of Wunderman-Bienalto Australia, Hurol Inan, added the partnership making it easier to automate customer communication across channels for clients.

“Wunderman-Bienalto helps brands deliver real content that speaks to consumers as individuals: the right combination of message, content, time and channel. Working with Marketo will deliver this to clients through greater expertise and collaboration on their platform,” he said.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Are you sure they wont start a platform that the cheese is white, pretty sure that is racist

Hite

New brand name for Coon Cheese revealed

Read more

Real digital transformation requires reshaping the way the business create value for customers. Achieving this requires that organization...

ravi H

10 lessons Telstra has learnt through its T22 transformation

Read more

thanks

Lillian Juliet

How Winedirect has lifted customer recency, frequency and value with a digital overhaul

Read more

Having an effective Point of Sale system implemented in your retail store can streamline the transactions and data management activities....

Sheetal Kamble

​Jurlique’s move to mobile POS set to enhance customer experience

Read more

I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...

Catherine Stenson

Have customers really changed? - Marketing edge - CMO Australia

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in