Publicis Groupe and Adobe have announced a strategic partnership aimed at delivering an end-to-end marketing management plaform that automates and connects all components of a clients marketing efforts.

The Publicis Groupe Always-On Platform will standardise on Adobe Marketing Cloud, and all agencies across Publicis Groupe will be able to use the technology to create engaging content, access marketing intelligence, identify and build audience segments, deliver campaigns and track marketing performance.

The platform will be anchored in VivaKi as an open framework, enabling differnet agencies to deploy and brand it uniquely for their own use. Agencies currently planned to access the system include Leo Burnett, Razorfish, Saatchi & Saatchi, ZenithOptimedia and Rosetta.

The partnership is part of Publicis Groupes aim to make combined digital and emerging market revenue 75 per cent of its business by 2018, and is expected to drive growth across both companies. The platform aims to provide agencies and clients with multi-touch attribution that assigns true value to specific marketing components, online and offline, as well as offering unparalelled audience understanding, campaign automation and experience management.

“Adobe and Publicis Groupe are a powerful combination and we have been delivering marketing innovation together for more that two decades,” said Shantanu Narayen, president and CEO of Adobe. “The massive scale of agency services across the Publicis networks, coupled with Adobes unique leadership in digital marketing solutions, will enable Publicis clients to develop best-in-class digital marketing capabilities that drive growth.”