COLOGNE — Some folks in communications are starting to get excited about greater prospects for connecting up advertising and marketing.

VivaKi, the advertising group Publicis’ digital unit, is now celebrating the “first birthday” of a partnership with Adobe to do just that.

The so-called “Always-On Platform” gives all Publicis agencies access to Adobe’s Marketing Cloud suite, to plan, create and track marketing campaigns.

Speaking with Beet.TV at DMEXCO, VivaKi global clients president Marco Bertozzi said: We have a world now where we can connect the messaging, the targeting, the creative, the website, the offline data – we can pull all this stuff together, but we weren’t putting a framework in place to help our clients do it.

“The idea of Always-On is to bring all of our clients and all of our expertise together with Adobe’s infrastructure and try and help advertisers move in to this Marketing Cloud space and connect all these dots up.”

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