Hasta La Creative!

When Weber Shandwick learned late last year that Interpublic Group of Cos.’ sibling Mediabrands had constructed a system that allowed other shops in the holding company to access its tools and data, the PR giant wanted in.

Now Weber Shandwick can access data down to ZIP codes and geography, and is using Mediabrands’ data to identify and target audiences, as well as study how exposure to earned and social-content prompts behavior like buying habits.

Like Interpublic, most holding companies began centralizing their disparate data resources last year so their agencies could access behavioral data for a small fee. This year, those systems are live, and PR agencies — arguably the most data-deprived of the bunch — are diving in.

Continue reading at AdAge.com