IRI Named Preferred CPG Data Provider for Annalect

US-based consumer data giant IRI has signed a deal with Omnicom Media Group (OMG), to become the preferred supplier for the latter's data-driven marketing business Annalect, which supports all Omnicom agencies including Hearts & Science, PHD and OMD.

Launched in 2010, Annalect brings together hundreds of digital and analytic experts from across OMG specialty divisions, with services including media analytics, business intelligence, tools and dashboard systems, econometric modeling (Brand Science), search (Resolution Media) and the DSP trading and data management platform.

As preferred supplier, IRI will now provide Annalect with access to multiple datasets such as point-of-sale and consumer panel data, in addition to its anonymised 'Verified Audiences' data from 350 million national loyalty cards from multiple retailers. Annalect will use IRI data for the entire insights, planning, activation and measurement process.

IRI CEO Andrew Appel says the partnership will provide OMG clients with 'unprecedented personalization capabilities' based on behavioral insights. Joe Raaen, Director of Global Strategic Partnerships for Annalect, adds: 'Through this partnership, we are combining our capabilities to create a unique new solution that features the depth and breadth of IRI's consumer purchase data and Omnicom Media Group's people-based identity solution. Clients will have preferred access to a capability that delivers dynamic and targeted media to drive business results'.

Web sites: www.iriworldwide.com , www.omnicommediagroup.com and www.annalect.com .