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Starcom MediaVest seals a data deal with Acxiom
MUMBAI: Many mergers, partnerships and acquisitions happened in this year. Now, when the year is coming to an end, there’s another big deal that has been sealed between media agency Starcom MediaVest Group and marketing technology and services company Acxiom. A multi-year deal has been signed between the two.
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The deal will let Starcom use Acxiom’s Audience Operating System, which enables audience segmentation and targeting across online and offline media using first-party and third-party data. The two firms aim to develop new applications for the system, such as targeting TV advertising.
The deal gives the Publicis Groupe an option to expand its services to other companies under the umbrella. It also gives Starcom MediaVest the first right of refusal for using Acxiom system in overseas markets when in becomes available outside US. Acxiom expects to roll out the audience targeting platform in the UK and China next.
However, the deal isn’t exclusive and Starcom can test system with other companies as well.
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The time-frame of the deal hasn’t been revealed by the companies. And since Publicis and Omnicom are in the middle of a merger approval process, there’s no indication on how the Acxiom deal might extend over to Omnicom agencies once the merger is completed.
The new partnership is followed by similar deals that have been signed earlier in the year. A pact gave Starcom MediaVest a first crack at premium Twitter ad inventory, and is intended to give the agency the ability to influence new Twitter products. Even last month, a deal between Starcom and Yahoo was announced which gave the agency exclusive access to Yahoo’s first-party data on its visitors.
MUMBAI: BigTrunk Communications, an integrated digital marketing agency known for driving brand transformations across industries, has been awarded the digital marketing mandate for Soframycin, one of India’s most trusted antiseptic cream brands from the EncubeEthicals portfolio. With this collaboration, Soframycin makes its debut into the digital space, aiming to amplify its presence across India through compelling social media narratives and data-led campaigns. BigTrunk will lead the brand’s digital strategy and execution, with a focus on connecting Soframycin’s legacy of trust with today’s health-conscious and digitally engaged audience.
Soframycin has been a household name for generations, widely recognized for its efficacy in treating cuts, burns, and wounds. Backed by the scientific rigor and pharmaceutical expertise of EncubeEthicals, a pharmaceutical powerhouse since 1998, the brand benefits from the expertise of over 1,400 professionals, including more than 200 R&D specialists and a robust team of quality experts. With a presence in over 50 countries, Encube’s commitment to excellence in topical formulations adds deep credibility to Soframycin’s legacy. Now, as the brand enters the digital space, BigTrunk Communications will lead the charge in reimagining Soframycin’s story—creating modern, relatable digital experiences that stay true to its heritage.
“As we take Soframycin into its next chapter of growth, embracing digital media is not just a strategy but a necessity. We wanted a partner who could translate our scientific credibility into engaging, relatable content for today’s audience,” said Soframycin vice president – marketing, Ajay Rawal. “BigTrunk’s deep understanding of healthcare communications and digital behavior makes them the ideal partner to build meaningful narratives around wound care, trust, and wellbeing.”
“Soframycin is more than a product—it’s a legacy deeply rooted in care and science,” added BigTrunk Communications founder & managing director Bharat Subramaniam. “We’re excited to take on this responsibility of guiding a heritage brand into the digital world. Our focus will be on creating contextual storytelling and purpose-driven campaigns that bring Soframycin closer to Indian families, both old and new.”
