IPG rolls out new martech company Kinesso in Asia

November 1, 2019 | Share this article

New data-driven firm launching today in Singapore, Hong Kong and Japan absorbs Cadreon, built to leverage Axciom deal.

Interpublic Group is launching its new data-driven martech company in key Asian markets today. The new brand, Kinesso, has been formed from IPG’s programmatic unit Cadreon along with IPG’s data and technology group. Cadreon, and its leadership team, will keep its independence and branding, but now becomes part of Kinesso. Eventually, Kinesso and Cadreon work spaces will be independent offices.

Run out of New York by CEO Arun Kumar, who remains IPG’s chief data and marketing technology officer, Kinesso was quietly launched in the US, UK, Ireland and Australia in early October. Today, it launches in Singapore, Hong Kong, Japan, Germany and The Netherlands.

Operating as an independent business unit, but aligned closely with Mediabrands and Acxiom, Kinesso’s focus will be on creating new software and data security tools, data-driven campaign optimization, and audience targeting, including omnichannel addressable media activations for campaigns and consultative services. The new unit will serve all IPG network agencies.

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