Hyperam Merges with Roots and Wings, Bolstering Its Push Into Data- and AI-Based Digital Marketing
TECHWORLD ·
✦ AI Summary
Hyperam Korea said on the 1st that it will strengthen its push into the data- and AI-based digital marketing market through its merger with Roots and Wings.
Roots and Wings is a data and performance marketing specialist founded in 2023, with strengths in target marketing based on consumer data from card issuers and telecom companies, AI marketing automation, and AEO and GEO consulting and execution.
After the merger, Hyperam's brand strategy, PR and IMC capabilities will combine with Roots and Wings' data and performance capabilities, establishing a one-team AI and data execution system from strategy development to performance analysis.
Hyperam Korea said on the 1st that it plans to strengthen its push into the data- and AI-based digital marketing market through its merger with Roots and Wings. The merger was driven by the combination of Hyperam Korea and Roots and Wings.
Roots and Wings is a company specializing in data and performance marketing. Founded in 2023, its founder and CEO, Jang Jae-young, previously served as head of Shinhan Card's Big Data Research Institute and led the big data business of domestic card issuers for 15 years.
Roots and Wings has strengths in target marketing based on consumer data from card issuers and telecom companies, performance ad operations, AI marketing automation, and AEO and GEO (AI search optimization) consulting and execution. The company is characterized by data-driven, results-verified marketing, and it independently develops and operates AI-powered video content production solutions and marketing data analysis solutions.
After the merger, Hyperam's brand strategy, PR and IMC capabilities will be combined with Roots and Wings' data and performance capabilities. Hyperam will take charge of discovery and trust building, while Roots and Wings will handle actual selection and purchase generation, linking the two companies' capabilities into a one-team structure.
Hyperam Korea has added Roots and Wings' AI video production and data analysis solutions. As a result, it has established a one-team AI and data execution system across the entire process, from strategy development to content production, ad operations and performance analysis.
Based on this, Hyperam Korea said it can now provide data-driven IMC services that go beyond exposure and reach-focused outcomes to conversion, repurchase and customer lifetime value (LTV). Its priority industries for integrated services are healthcare, finance, retail and beauty, with a focus on industries where data use is important.
After the merger, Jang Jae-young will oversee the merged entity's digital marketing division and AI Marketing Research Institute.
Jeong Min-a, CEO of Hyperam, said Jang Jae-young is an expert who has dealt with consumer data more deeply and for longer than anyone in Korea. She also described Roots and Wings as a team that demonstrates results through AI and data. She added that the merger will allow Hyperam to take full responsibility from the brand discovery and trust-building stage through the actual selection stage.
Jang Jae-young, head of Hyperam's digital marketing division, said the utility of data grows when combined with a brand story, and that this in turn leads to changes in consumer behavior. He added that, based on this, he will push ahead with combining the two companies' capabilities and support customers in generating data-verified marketing results and new market opportunities, while moving forward together.
Source: TECHWORLD · Lee Gwang-jae
Original: https://www.epnc.co.kr/news/articleView.html?idxno=407618
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Source: TECHWORLD
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