CIUDAD DE MÉXICO Julio 2025 – Acxiom, the connected data and technology foundation for Interpublic (IPG), today announced a major expansion of its data capabilities and professional and platform services footprint across Latin America, including its AI-powered, end-to-end platform Interact. This represents a decisive step in delivering a differentiated, data-led value proposition to help brands in the region thrive in an increasingly complex marketplace.
Acxiom unifies, connects, and prepares data to power smarter marketing decisions. Its globally proven technology is now available across multiple Latin American markets, driving measurable improvements in audience segmentation, activation, and multichannel campaign performance. Interact builds on this capability, providing a platform to connect and activate high-value audiences with AI-powered personalization and end-to-end campaign execution.
As market fragmentation intensifies across Latin America—along with the proliferation of data and the platforms it lives on—IPG is responding with an integrated solution that combines Acxiom’s proprietary data with expert consultancy. This creates a unified intelligence layer, integrating Acxiom’s high-quality data with clients’ first, second, and third-party sources through advanced modeling and enrichment methodologies. This unified intelligence fuels Interact, enabling real-time activation and personalization across the customer journey.
From a data perspective, IPG’s Acxiom is redefining marketing effectiveness with its sophisticated approach to people-based data. Moving beyond outdated, broad segmentation, the company delivers high-quality, deterministic data. The methodology includes real-time transactional purchase data from exclusive partners and applies advanced propensity modeling to identify high-value audiences. When integrated with clients’ own data, this approach pinpoints the most effective customer touchpoints. Through Interact, these insights are directly translated into dynamic experiences and more relevant marketing, at scale. The result: more efficient marketing campaigns, deeper insights, and stronger customer loyalty. As Daniel Arra, LATAM Media Director at Mercado Libre, shared, “Our recent campaigns using Acxiom’s data and advanced technology delivered a 24% uplift in our key marketing metrics. This partnership has been instrumental in optimizing segmentation, improving media efficiency, and strengthening our connection with high-value audiences.”
Regional Professional Services Teams bring this data power to life for clients, expertly integrating clients’ first-party data with second- and third-party sources for a dynamic, precise, and complete view of the consumer across the full customer journey. That view is activated through Interact, which orchestrates data, insights, and content to deliver measurable impact.
The regional team of over 90 specialists across Latin America includes data scientists, MarTech and AdTech platform specialists, and strategic consultants who lead the deployment and operation of critical solutions such as CDP (Customer Data Platform), CRM (Customer Relationship Management), and Clean Rooms. They also oversee the integration of top-tier technology platforms, including Google and Salesforce ecosystems, offering tailored tech advisory services that match each brand’s digital maturity.
This strategic expansion is already delivering transformative results. Elsa Vences, eBusiness & Data Manager at Nestlé Mexico, noted, “IPG’s Acxiom team was a key partner, first helping us define our CDP strategy and then ensuring a seamless implementation. The results exceeded our expectations: we achieved a 44% increase in retention and a 62% growth in enriched users, reflecting a significant improvement in the quality of our data. We’re talking about meeting business objectives, where we saw improvements in metrics such as CTR, engagement, and recurrence, and also observed how this user quality enables us to generate better results.”
Together, IPG and Acxiom have established a best-in-class data and services ecosystem, positioning them as strategic partners in marketing transformation across the region. Anne Marie Dono, Regional President for Acxiom, stated, “Latin America has always had strong talent and potential. Our recent efforts to unify data and martech capabilities have significantly elevated the value we provide. We now have deep, strategic presence in markets like Mexico, Argentina, Brazil, Chile, Colombia, Ecuador, and Peru.”
Jarrod Martin, Global CEO of Acxiom , concluded: “Latin America remains a critical region in our growth strategy. We are committed to continued investment in expanding our capabilities, products, and partnerships to address the fragmentation and data quality challenges in LATAM. In a rapidly evolving landscape, the solutions we’re delivering in the region aren’t just impactful—they’re setting the global standard.”
About Acxiom:
Acxiom puts data to work, solving complex challenges for the world’s leading brands and agencies. As the connected data and technology foundation of the Interpublic Group of Companies, Inc. (IPG), Acxiom unifies, connects, and prepares data for AI-driven marketing and decision-making, maximizing technology investments. As leaders in data ethics and governance, Acxiom brings a privacy-first approach to serving clients globally, with locations in the U.S., UK, Germany, China, Poland, and Mexico. Connect with Acxiom on LinkedIn and discover more at Acxiom.com.
For further information, please contact:
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Communications and Press Inquiries:
Natalia Lugo
Regional Communications Director, LATAM
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