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!

Error: Please check your email address.
Show Comments

Blog Posts

Innovations in retail will bring creative and technology closer than ever

While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?

Jason Dooris

CEO and founder, Atomic 212

There’s a brand in my digital soup

Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.

Jean-Luc Ambrosi

Author, marketer

Can marketers trust agencies again?

Unless you’ve been marketing under a rock, you’ll probably have questioned whether your media agencies are offering you transparency.

Nic Halley

Founder and managing director, Mindbox

Nice post Brad! very useful information. The retail stores are really mean for every brand I am agree with you. Now Online Service Market...

Srialto

The rise of online retail marketplaces and what they mean for brands

Read more

Minor correct Nadia, just wanted to clarify that the "Marketo consultants" that did this work, were actually Hoosh consultants

Fab Capodicasa

What it's taking for Edible Blooms to grow a stronger personalisation strategy

Read more

Im not surprise though, been in the industry for couple of years and I feel and see it with my tow eyes how eCommerce platforms innovated...

Jason Smith

Australia Post earmarks $20m for Australian ecommerce innovation investment

Read more

For marketers that are "going Agile" I recommend using Ravetree. It's a really powerful suite of tools for Agile project management, reso...

Janice Morgan

7 ways to run your marketing department like a software startup

Read more

Over the years very part of our lives has become technological. That’s why I am not surprised to see that Australian home loans are going...

GreatDayTo

Why Aussie Home Loans is embracing digital transformation

Read more

Latest Podcast

More podcasts

Sign in