IPG Mediabrands launches new delivery intelligence engine ‘KINESSO’

September 22, 2023 | Share this article

IPG Mediabrands, the media holding company within Interpublic Group, announced the launch of its newest tech-driven performance unit, KINESSO, which delivers real intelligence to move brands forward.

KINESSO is uniquely positioned to unify the data derived from a brand’s full marketing system into one renowned, intelligent, growth-driving capability.

The new unit brings together the collective power of brands Kinesso, Reprise, and Matterkind to form an engine that is expected to deliver accelerated growth for the company.

IPG Mediabrands has announced the launch of KINESSO, described as a tech-driven performance unit delivering real intelligence that “moves brands forward.” The new entity is poised for accelerated growth through the integration of three brands: Kinesso, Reprise, and Matterkind, now living under the KINESSO banner within IPG Mediabrands.

According to IPG Mediabrands, by the year 2025, the media landscape is set for a profound and irreversible transformation. Three significant trends will shape this evolution.

  • First, 75% of all media will undergo a radical shift towards automation and AI-driven optimization, revolutionizing the way content is created and delivered (Source: Digitalization Concepts – Case Studies: AI-Artificial Intelligence”).
  • Second, an overwhelming 90% of online content will originate from AI-generated sources, redefining the boundaries of creativity and information dissemination.
  • Lastly, the retail media sector will experience a surge, with a remarkable $121.9 billion of investment, making it the fourth-largest media channel globally (Source: BestMediaInfo Bureau, December 2022).

Together, these developments mark a significant shift in the industry toward automation, AI-driven content, and substantial investments in retail media says IPG Mediabrands.

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