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Agencies, IT Services and Marketing Tech: Collaboration and Competition -- Pivotal Research

Agencies, IT Services and Marketing Tech: Collaboration and Competition -- Pivotal Research

Author

Brian Wieser photo

Brian Wieser

Publish date

February 10, 2016

Channel

Wall St. Speaks Out
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BOTTOM LINE: Agency holding companies including Interpublic, Omnicom, Publicis and WPP, IT services firms such as IBM, Accenture and Infosys and marketing technology companies such as Salesforce.com, Oracle, Adobe and Marketo are increasingly competing and collaborating with one another, as illustrated with several news items from the past week, which we elaborate upon in this note. We don't see outcomes as winner-take-all, but instead see an evolving eco-system with room for each kind of company to evolve as marketers increasingly look for ways to apply more data and technology to their operations.

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Brian Wieser photo

Brian Wieser

Brian Wieser is a Senior Analyst at Pivotal Research Group, where he covers securities which are impacted by the advertising economy, including Facebook, Google, Yahoo, Interpublic, Omnicom, WPP, Publicis, Nielsen, CBS, Viacom and Discovery Communications. B… read more

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