New Delhi: IPG Mediabrands India, the media arm of Interpublic Group of Companies, is in the process of rolling out a data management platform in partnership with a leading market research firm to offer consumer insights and strategies to its clients using data and technology.

According to Shashi Sinha, chief executive, IPG Mediabrands India, a deal is in the works and will be announced shortly. Interestingly, IPG’s competitor and the biggest media group in the country, GroupM, already has a data investment management division, Kantar Media, owned by parent company WPP.

“The big play is in data. Our objective is to invest in data and technology-led innovations and services. Currently, we are growing at upwards 25% and we would definitely sustain the growth rate,” said Sinha.