The Purpose Group, an integrated marketing and communication agency, and ANTS, a technology-driven integrated internet advertising platform, have merged to become PURPOSE.ANT.

PURPOSE.ANT will deploy the Antsomi CDP 365 platform that can collect, analyse and unify customer data across multi-touch points, thereby helping quickly and flexibly deploy integrated marketing activities.

With more than 10 years of experience in the Vietnamese market, Purpose consults and provides marketing solutions to leading brands and start-ups.

Nguyen Thanh Giang, its founder, said, “The biggest challenge for brands today is that they lack an effective solution to overcome disruptions in marketing activities throughout the consumer journey from online to offline.”

Dinh Le Dat, general director of ANTS, said: “Having customer data in hand is one thing, but processing, analysing and activating that data is a challenge.

“Applying data-driven knowledge and information to improve customer experience on an omnichannel platform requires a lot of effort from various parties. This has led to the need for models that can adapt flexibly and unify diverse resources to accompany marketers.” — VNS