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 CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

Customer experience crisis: Proactively mitigating the risk of broken promises

Last Friday, three weeks after United Airline’s spectacular customer experience disaster, customers received a letter from the company’s CEO, Oscar Munoz.

The politics of branding

There have been some real doozies lately. I’m speaking of campaigns where brands have dipped their toe in - or jump straight into the deep end – of the political spectrum, aligning with social causes that seem to be the flavour of the day.

Paul Chappell

Partner and managing director, Brand + Story

Thank you Shane Blandford for carrying my Smarketing vision into KM !

Peter Strohkorb

​CMO Interview: Why aligning sales and marketing drives innovation at Konica Minolta

Read more

Thanks for helping me putting those threads of thoughts together. Simplification and connection - neat idea.

Mark Bayly

Tips from IAG on how to craft human-centred design

Read more

The problem with Box is that they made a couple of big mistakes - they first hired a bunch of unprepared kids and gave them big roles and...

Tim Woods

CMO interview: Why Box's marketing chief is rewarding staff for failing

Read more

At this point, being hit hard will also be subject for a detailed study. In honesty, too early to tell but there are precedents to follow...

Sean Lindeman

Australian Government to abolish 457 visa program

Read more

iflix is really a company with great potential. As a young company, iflix has forward-looking insights and able to identify data-driven m...

Serene Chan

How iflix used consumer intent data to gain 1 million subscribers in six months

Read more

Latest Podcast

More podcasts

Sign in