Kinesso, the media and marketing technology unit of Interpublic Group, announced today the creation of a new proposition and entity: Matterkind.

Matterkind offers an expanded and enhanced suite of addressable activation solutions and advisory services, taking a people-first and ethical approach to engaging audiences and driving meaningful real business outcomes both across and within channels.

The promise of Matterkind is the third step in a transformation that leverages the strategic data assets of Acxiom and the market-leading technology applications of Kinesso to deliver an audience-centric set of addressable activation and management solutions across the media ecosystem.

Matterkind subsumes the Cadreon brand and teams globally. Clay Gill takes over as CEO of Matterkind.

With the benefit of Acxiom’s proprietary and ethically sourced data, Matterkind strengthens connectivity between brands and their audiences, creating a more valuable relationship. These new solutions build upon Kinesso’s robust suite of applications, activating custom marketing solutions and High Value Audiences.

As part of the launch, Matterkind has bolstered its leadership team and expanded its capabilities. Matterkind has also partnered with Acxiom to bring to market exclusive audience solutions that enable global brands to reap the full value of data-driven advertising.

These joint solutions are already being tested across automotive, retail/ apparel, data-security and technology verticals, and are part of a larger suite of collaborative offerings rolling out this year.