IPG launches new company Matterkind, subsuming Cadreon brand and teams

IPG has launched Matterkind, a new proposition that subsumes the Cadreon brand and teams globally.

Clay Gill, local CEO of Cadreon, will become CEO of Matterkind Australia, and said the new company “offers clients a more cohesive and effective approach to their media investments”.

Clay Gill

“Using data, insights and cros- channel activation, brands will be able to create meaningful experiences that are dynamic and measurable,” he said.

“Our investment in data and technology and the launch of a powerful set of new applications within our Marketing Intelligence Engine, ensures our clients have access to the most wide-ranging and effective addressable solutions to drive brand growth.”

Matterkind will use the data assets of Acxiom and addressable technology of media and marketing tech unit Kinesso, claiming that the result is a “smarter, faster and more efficient” offering with up to a 30% increase of campaign performance across all channels.

“Marketers use a broad range of tools to capture data about their customers and prospects,” explained IPG chief operating officer, Philippe Krakowsky.

“Clients are increasingly looking for solutions that unify this fragmented data to inform audience-first media activations across all addressable channels, in real-time. That’s what Matterkind can deliver.

“With Acxiom as our core data layer, Kinesso providing technology applications, and the new Matterkind offerings, agencies across the IPG portfolio will be able to deliver highly personalised media and creative messaging that results in significantly enhanced outcomes for our clients.”

In a statement, Matterkind added: “Matterkind’s AI-fueled optimisation engine centres on audience, irrespective of channels, which allows for only touchpoints that matter. This approach allows for Matterkind to deliver strategic efficiencies and effectiveness rather than media ‘savings’ and proxy metrics.”

IPG’s chief data and marketing technology officer and Kinesso CEO, Arun Kumar, said he’s confident “Matterkind’s solutions will be the answer to the biggest challenges brands face today”.

“The combination of data, insights and seamless activation allows brands to smash silos and increase efficiencies, engaging the right audiences and driving better business outcomes,” he said.

“By bringing together known and unknown personal data in an accountable and ethical manner, we significantly enhance the customer experience and create a more purposeful value exchange between brands and people.”

Matterkind will create custom tech to support in-house teams and use a tool called the Maturity Canvas, which measures where marketers are on the data and tech maturity curve. This includes ‘Audience Hub’, a new product that combines campaigns into a single source buying view.


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