Nation’s Second-Largest Agency? Acxiom
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When Acxiom Corp. appeared prominently in the rankings of last year’s Agency Report, CEO Scott Howe wondered aloud, “Why are we even in this?”
Indeed, Acxiom — based in Little Rock, Ark., more than 1,200 highway miles from Madison Avenue — is not by definition a classic marketing-services agency. However, just as agencies are building out robust data- management and -analysis services for their brand clients, old-school data aggregators like Acxiom are moving onto agency turf.
Acxiom is known as one of the world’s largest data compilers, gathering consumer information from public data sources, co-ops and other third-parties and meshing it with proprietary data it manages on behalf of its clients to assist them in customer-relationship management, direct marketing and advertising efforts.
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