Publicis Buys NZ CX Agency Affinity ID

In New Zealand, Publicis Groupe has acquired customer experience (CX) agency Affinity ID for an undisclosed sum.

Founded in 1999, Auckland-based Affinity ID creates communications strategies for clients, backed by data and insights. Its aim is to help businesses to become more customer-centric, with methods including decisioning algorithms to determine priority messaging and content for each individual; and behaviour modelling to identity propensity to purchase.

Following the takeover, Affinity ID will relaunch under the Digitas brand name. Digitas ANZ CEO Adrian Farouk (pictured) commented: 'Increasingly, clients want their agencies to help navigate the ever more complex digital ecosystem and to do this well in New Zealand requires us to be on the ground and amidst the action. We are excited to bring into the fold a smart group of people in Affinity ID, who will help build on Digitas' strength as The Connected Marketing Agency by using data to fuel creativity'.

Web sites: www.publicisgroupe.com and www.affinity.id .