GroupM invests in data technology

Marketing technics: Girish explaining the agency’s data-driven marketing initiatives at its office in Menara Milenium in Kuala Lumpur.

Move to put agency on stronger footing amid competition

GROUPM Malaysia, which recently tied up with Kantar Media for the subscription of the UK-based research company’s service to measure the habits of pay-TV viewers in the country, is investing heavily in data technology to put the agency on a stronger footing amid fierce competition among ad agencies in the area of data-driven marketing.