The brand was familiar with Publicis’ offering, increasing leaders’ confidence in the group. Signet previously worked with Publicis–with its Sapient division on personalization projects, and with Publicis-owned Epsilon on data resolution and brand positioning work.

The marketing ecosystem has evolved dramatically in recent years to rest on data quality and identity resolution, the CMO told Adweek. “We have this opportunity, we believe, to really deepen the relationships that we have with existing customers and with potential customers underneath the umbrella of that purpose [to inspire love],” Rogers said.