How will Kinesso support the media agencies?

Each media agency benefits from access to Kinesso’s digital and performance media experts. The agencies can outsource things like data analysis, performance media activation or development needs to Kinesso, and spend more time thinking strategically.

The new workflow will mean media agency employees can “focus less on mundane tasks that might be draining on a day-to-day basis, and be focused more on value-added tasks that empower them,” Martin said.

Mediabrands leaders hope the single technology layer they’ve created makes it easier for media agency employees and their clients to make better use of resources that used to exist in silos.

“More brainpower and less brawn power, if you will, involved in our entire workflow is a benefit. We expect our people and our clients to experience the benefits of that as well,” said Kiernan.