HyperM Korea said on the 1st that it merged with Roots & Wings, a corporations specializing in data and performance marketing. With the merger, HyperM will accelerate its push into the data- and artificial <a href="https://bitcomme.com/worldbox-business-intelligence-achieves-soc-2-type-i-and-type-ii/” title=”Worldbox Business Intelligence Achieves SOC 2 Type I and Type II”>intelligence (AI)-based digital marketing market.
Roots & Wings is a company founded in 2023 by chief executive Jang Jae-young, who previously led the Shinhan Card Big Data Research Institute. Based on credit card and telecom expenditure information, it has carried out precision target marketing and ad operations, AI marketing automation, and AI search optimization (AEO·GEO) projects. It independently developed and operates a video production solution using AI and a marketing data analytics solution.
Since its founding in 2002, HyperM Korea has expanded from PR (media relations) into digital, AI, and integrated marketing communications (IMC). In 2019, it established the AI Marketing Research Institute (AIM) and has conducted research on AI search visibility. After becoming independent from a global network group in April this year, it reorganized as an IMC corporations that designs the entire customer journey in which brands are discovered by consumers, gain trust, and are chosen.
With this merger, HyperM can boost its competitiveness by adding Roots & Wings’ data analytics capabilities to its existing PR and IMC strengths. It has built a marketing framework that spans strategy development, content production, ad operations, and performance analysis. As a result, it can provide data-driven IMC services that go beyond exposure- and reach-focused outcomes to deliver business results such as actual purchase conversion, repeat purchases, and customer lifetime value (LTV).
HyperM plans to first roll out integrated services focused on industries where data use is critical, including healthcare, finance, retail, and beauty. Chief executive Jang Jae-young of Roots & Wings will oversee the merged corporation’s digital marketing institutional sector and the AI Marketing Research Institute.
With this, HyperM completed a three-CEO system in which Kim Hak-kyun, head of PR institutional sector, Jang Jae-young, head of digital marketing institutional sector, and Kim Jun-kyung, head of consulting·IMC institutional sector, lead their respective areas. Roots & Wings’ members will continue their existing work and clients as is, and existing client companies will be able to additionally use HyperM’s services such as PR, IMC, and consulting without changes to their responsible teams or services.
HyperM chief executive Jeong Min-a said, “With this merger, HyperM has become a company that takes responsibility in one go from the stage where brands are discovered and gain trust to the stage where they are actually chosen.”
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