Interpublic partners with Aaru for predictive marketing

Interpublic has announced a strategic partnership with Aaru, a technology company specialising in predictive simulations of human behaviour.

The collaboration will allow Interpublic agencies to use Aaru’s multi-agent infrastructure and proprietary tools to forecast audience sentiment for marketing initiatives including brand platforms, creative asset testing, live events, influencer marketing, and earned media campaigns.

The partnership builds on existing work between the two companies in sectors such as financial services, healthcare, and consumer packaged goods. By integrating Aaru’s technology into Interpublic’s Interact platform, agencies will be able to test campaign ideas at scale, refine strategies, and optimise creative executions before launch.

Aaru’s simulations complement Acxiom’s identity resolution and audience management capabilities by predicting which audiences are best suited for acquisition, upselling, cross-selling, or win-back, and identifying the messages most likely to resonate. Interpublic plans to use these capabilities for audience building, product innovation, and live activations, while also generating strategic insights to guide campaign design.

Philippe Krakowsky, CEO, Interpublic Group: "Combined with our exceptional Acxiom data asset and Interact platform, our partnership with Aaru will provide Interpublic and our clients with a distinct competitive advantage, enabling us to forecast campaign effectiveness and optimise creative executions with unprecedented speed and precision. This collaboration underscores our commitment to delivering best-in-class solutions that drive exceptional business outcomes for brands."

Aaru trains its models exclusively on licensed data, aligning with Interpublic’s principles on data ethics. This approach allows agencies to refine creative strategies, messaging, and media allocation, helping to maximise return on investment while ensuring responsible AI practices.

Cameron Fink, founder, Aaru: "The beauty of Aaru’s predictive capabilities is that we move the needle for creatives, not replace them. By partnering with Interpublic, we can use our technology as an opportunity to supercharge the world’s leading creative minds."

The agreement gives Interpublic agencies and clients early access to Aaru’s simulations and new developments. Jayna Kothary, Interpublic’s chief solutions officer, will join Aaru’s strategic advisory board, strengthening ties between the companies. Plans include launching a Simulation Studio for clients, offering in-person demonstrations of how Aaru’s technology can adapt campaigns for different markets and platforms.

Jayna Kothary: "Aaru’s predictive simulations empower us to move from reactive to proactive, optimising campaigns in real time and delivering personalised experiences that resonate with target audiences."

www.interpublic.com

www.aaru.com

Follow Marketing Report on LinkedIn