WPP and Infosys launch cloud-based digital marketing platform Infosys BrandEdge

The platform offer four modules:

• Build, which aims to help marketers create, manage and reuse digital properties efficiently
• Listen, which enables integration of owned and earned digital asset data with CRM data and other third-party data sources in order to help organisations set measurement, privacy and security standards and control this data 
• Understand, which analyses consumer behaviour across multiple channels 
• Engage, which helps marketers maintain consistency in communication across digital channels. 

The platform is available on a subscription-based, pay-per-use model and is designed to be scalable to suit different organisations. 

Commenting on the launch, Sir Martin Sorrell, CEO of WPP, said:  "It seems to us that clients are seeking simpler solutions in an increasing complex marketing world, and while the application of technology and data analytics to accelerate effectiveness and efficiency is well established, traditional approaches of technology and marketing rarely speak the same language."

The launch of the new platform is aimed at answering this problem with a comprehensive solution to "bridge this divide and help our clients create unique personal experiences for consumers," added Sorrell.