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IRI and Omnicom Media Group announce a preferred partnership for Omnicom Media Group's Annalect data and analytics division

Johannesburg, 19 Apr 2018
Read time 2min 20sec

SPI, the African distributor for utility software products and services to the Open Systems segment of the IT industry and the sole Sub-Saharan Africa distributor for USA-based Innovative Routines (IRI), today announced that the latter and Omnicom Media Group, the media services division of global advertising, marketing and corporate communications company Omnicom Group, have entered into a new agreement in which IRI will serve as the preferred consumer packaged goods (CPG) data provider for Annalect, the Omnicom Media Group data and analytics division that supports all Omnicom agencies, including Hearts & Science, PHD and OMD.

As part of this relationship, Omnicom Media Group clients will gain access to the industry's largest and most granular CPG purchase datasets combined with Annalect's data environment, enabling the highest level of personalisation along with comprehensive insights, planning activation and in-flight measurement.

Annalect will have access to multiple datasets, such as point-of-sale and consumer panel data in addition to IRI's de-identified Verified Audiences data from 350 million national loyalty cards from multiple leading retailers. Annalect will use IRI data for the entire insights, planning, activation and measurement processes, enabling them to better understand their clients' businesses and consumers, and help them to plan their media buys.

"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," commented Joe Raaen, director of Global Strategic Partnerships for Annalect. "Clients will have preferred access to a capability that delivers dynamic and targeted media to drive business results."

"This strategic partnership enables Omnicom Media Group to deliver increased value to their clients by providing them with unprecedented personalisation capabilities based on behavioural insights from 350 million loyalty cards," added Andrew Appel, president and chief executive officer for IRI. "We're looking forward to helping Annalect leverage these insights to deliver the most effective and efficient media strategies to their clients."

Omnicom Media Group clients also will have access to IRI Lift, a media performance solution that seamlessly integrates IRI's vast point-of-sale, frequent shopper, causal and media exposure data, allowing Annalect to measure the actual in-store sales lift impact of ad expenditures in real time over the course of a campaign. Combining this offline purchase behaviour measurement with Annalect's proprietary insights will enable a complete, closed-loop solution that translates to enhanced personalised marketing capability.

Omnicom Group

Omnicom Media Group (OMG) is the media services division of Omnicom Group (OMC), the leading global advertising, marketing and corporate communications company, providing services to over 5 000 clients in more than 100 countries. Omnicom Media Group includes the full-service media networks Hearts & Science, OMD and PHD; the Annalect data and analytics platform; Resolution Media performance marketing group; and, several specialty media communications companies.

IRI, the CoSort Company

Founded in 1978, IRI develops high-performance software for managing and protecting data in legacy migration, DW/BI and development environments. IRI products include Voracity (data discovery, integration, migration, governance, and analytics); CoSort (transformation and reporting); FACT (Fast Extract for VLDBs); NextForm (data and DB conversion); FieldShield and CellShield (data masking); and, RowGen (test data synthesis).


SPI is a company that provides utility software products and services to the open systems segment of the IT industry. It is the sole Sub-Saharan Africa distributor for USA-based Innovative Routines; USA-based Help/Systems; USA-based Linoma Software; France-based Esker; and, UK-based OpusVL (ex-Xi Software). SPI also develops some of its own software utilities to complement the overseas products that it distributes.

SPI has a wide and varied customer base and includes organisations such as Aspen Pharmacare, Johannesburg Municipality, University of Johannesburg, MMI Holdings, Nampak, National Brands, Stellenbosch University and Unisa.

Editorial contacts
Global Research Partners Paul Booth (+44) 747 003 3126
SPI Group Chris Anderson (+27) 11 234 1560
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