Acxiom, MullenLowe Profero and Antavo partnered together to offer next-gen loyalty programs
June 29, 2021
Today Acxiom and MullenLowe Profero extend their global FUSE proposition announced earlier this year, to bring loyalty services to their clients and the markets they operate in. As part of these loyalty services, they have partnered with provider Antavo, a recognized global leader in pure-play customer loyalty program technology. The three companies offer UK brands and retailers loyalty program strategy, design and execution services with Antavo providing technology that is directly integrated with existing marketing ecosystems. The powerful combination provides each partner with a powerful solution for clients.
The economic impacts of the pandemic have seen brands and retailers pushed to do more with the data they have and develop customer loyalty across several different touchpoints, given physical locations have largely been closed. Loyalty programs today often fall flat because of disorganized and unconnected customer data. Blanket discounting and ‘earn and burn’ measures have become commonplace, but not every customer is motivated through financial means. Loyalty programs must become sophisticated enough to recognize their true needs, and build long-lasting trust by engaging members through the whole customer lifecycle.
The partnership between the three companies sees MullenLowe Profero responsible for the design concept, Acxiom providing the customer intelligence and integration services, and Antavo delivering the underlying technology of loyalty programs for brands. Combining the expertise of these three companies gives marketers the opportunity to offer more tailored and personalized incentives that closely align with customer preferences and needs.
“Collaborating with MullenLowe Profero and Acxiom gives brands and retailers around the globe an entirely customizable loyalty program solution that works across platforms, devices, and locations,” Sheila Power, VP of UK & North America at Antavo. “Customer loyalty is no longer just about detecting and calculating basket and purchase sizes. Non-transactional activities, like referring friends, bringing back used items for recycling and even working out can all be rewarded to build brand love – and any loyalty program should be able to recognize and accommodate these.”
Dean Lanzman, Head of Data at MullenLowe Profero, said “Bringing our combined expertise together offers our customers a huge opportunity to supercharge their existing loyalty programs. With our customer experience and creative expertise, we are able to offer completely tailored solutions to meet the needs of all kinds of industry verticals, and help brands keep their customers coming back.“
Jason Skelton, Platform Alliances Lead at Acxiom, said “Our customers receive an immense amount of specialist expertise and technology capability as a result of this partnership. Acxiom’s strengths in customer intelligence and marketing technology complement the loyalty technology that Antavo brings to the fore. Combined with the conceptual thinking and experience design offered by MullenLowe Profero, this makes for an extremely compelling solution for our customers.”
About Acxiom
Acxiom is a customer intelligence company that provides data-driven solutions to enable the world’s best marketers to better understand their customers to create better experiences and business growth. A leader in customer data management, identity, and the ethical use of data for more than 50 years, Acxiom now helps thousands of clients and partners around the globe work together to create millions of better customer experiences, every day. Acxiom is a registered trademark of Acxiom LLC and is part of The Interpublic Group of Companies (IPG). For more information, visit acxiom.com.
About MullenLowe Profero
MullenLowe Profero is a global customer experience agency that builds brands through digital experiences. Our purpose is to make every experience the best expression of the brand, through digital content, digital platforms and CRM. MullenLowe Profero is recognized as one of the leading customer experience agencies by Forrester and is part of the MullenLowe Group, a creatively driven integrated marketing communications network present in more than 65 markets. MullenLowe Group is consistently ranked among the most awarded creative and effective agency networks in the world and is part of The Interpublic Group of Companies (IPG). For more information, visit mullenloweprofero.com.
What is Antavo?
Antavo is the AI loyalty and incentives platform that brings together loyalty, promotions, and agentic AI to turn customers into regulars: the customers who come back on their own, buy more often, and bring others with them. For more than a decade, Antavo has powered identity-led loyalty strategies for brands including SKIMS, Paul Smith, KFC, Flying Tiger, and Hyatt’s Inclusive Collection. Marketers build, change, and launch programs and promotions themselves, without waiting on engineering. Learn more at antavo.com.
Media Contacts
Acxiom
Sherry Hamilton, Director of PR & Communications
501-342-6029
MullenLowe Profero
David Blaseby, Managing Partner
+44 7725 215338
Antavo
Eva Bacsi, Marketing Director
Frequently asked questions about Antavo
What can brands build with Antavo?
Brands use Antavo to run the whole loyalty and incentives program on one platform: points, tiers, challenges, streaks, referrals, clubs, and rewards beyond discounts; promotions and incentives for members and non-members alike, from bonus points and promo codes to bundles and cart-level offers; and agentic AI built in. Everything runs online, in store, on mobile, and in wallet, and marketers launch it themselves.
Who uses Antavo?
Antavo works with mid-market and upper-mid-market brands across fashion, retail, beauty, travel, hospitality, restaurants, and sports in North America and Europe: multi-market, omnichannel brands with a strong identity and customers worth keeping, including Paul Smith, KFC, SKIMS, Rip Curl, Benefit Cosmetics, and Hyatt's Inclusive Collection.
How long has Antavo been around?
Antavo was founded in 2012 and has been building loyalty programs for more than a decade, with teams across Europe and North America serving brands worldwide.
Why do brands switch to Antavo?
Most loyalty programs get stuck: reduced to a discount engine, generic to customers, or too rigid to evolve. Antavo removes those compromises. Brands get a program that feels unmistakably their own, loyalty and incentives on one platform, and the depth to handle tiers, expirations, refunds, and many markets at scale. Their own marketers run it: a tier change in an afternoon, live when they press the button.
How does Antavo use AI?
Antavo's agentic AI is built in, not bolted on. Two named agents do the work: the AI Loyalty Expert, which turns your ideas into a build-ready program, and the AI Analyst, which turns your data into clear answers and reports. Both work inside Antavo or connect to Claude and ChatGPT, and every answer is grounded in your own program and data.
What does Antavo integrate with?
Antavo is API-first with real-time webhooks and deep pre-built integrations, from Shopify, Klaviyo, Braze, and Bloomreach to the CRMs, CDPs, ESPs, and POS systems you already use. Antavo plugs into the stack you already run rather than replacing it.
