CANNES: In a major move to future-proof media planning and elevate client growth strategies, Dentsu has announced a strategic partnership with Evidenza, a pioneer in AI-driven research, to integrate synthetic audiences into next-generation planning capabilities.
The partnership will bring together Evidenza’s advanced synthetic research platform with dentsu.Audiences, including Dentsu’s proprietary CCS panel data, empowering media teams to operate with greater depth, speed, and agility. This collaboration is designed to meet the evolving demands of the Algorithmic Era, where brands must adapt quickly to consumer shifts and unlock deeper audience insights.
Synthetic audiences—AI-generated digital profiles that simulate real-world behaviors and preferences—offer a faster, more flexible alternative to traditional research methods. With this integration, strategy and planning teams will be able to rapidly model and test campaigns, reaching core segments more efficiently and discovering new opportunities for clients.
“This partnership marks a pivotal step in transforming how brands move from insight to activation,” said Shirli Zelcer, Chief Data & Technology Officer, dentsu. “The innovation of combining Evidenza’s AI-powered synthetic audiences with dentsu.Audiences delivers greater precision, speed, and agility in planning and activation. Early results show an 0.87 correlation with traditional research—proving we can match the rigor of legacy methods while accelerating time to value and unlocking new growth opportunities.”
The integration will create a unified, data-driven outlook across the media and creative workflow, enabling brands to deliver more connected, relevant, and effective experiences throughout the customer journey.
“Our ecosystem of industry data and technology partners is critical in helping deliver accelerated growth for clients,” said Will Swayne, Global Practice President – Media and Integrated Solutions, dentsu. “Where others are putting up walls, dentsu is building bridges with best-of-breed innovators like Evidenza, giving our clients the edge they need in the Algorithmic Era. The integration of synthetic audiences into our strategic planning workflows is only possible because of dentsu’s mindset, underpinned by a cross-practice culture of experimentation.”
The partnership is expected to have particular impact for B2B and luxury marketing, where traditional research timelines often hinder campaign responsiveness.
“This partnership represents a significant advancement in marketing planning across all categories, with particular benefits for B2B and luxury brands,” said Peter Weinburg, co-founder, Evidenza. “By combining dentsu’s media scale and data with Evidenza’s synthetic research technology, we’re able to dramatically reduce the time from insight generation to campaign activation. This enables B2B marketers to achieve the speed and agility typically associated with consumer marketing while maintaining strategic rigor.”
