Redwood City, Calif.-based Oracle is partnering with a global marketing and technology agency on a digital practice designed to help brands create digital experiences.

Oracle and Boston-based DigitasLBi today announced the launch of DigitasLBi’s OSG (Oracle Solutions Group) — a dedicated practice within the agency focused on providing a one-stop shop for creative and technology consultancy and implementation. OSG customers get the consolidated team expertise of DigitasLBi, Oracle and Spindrift, DigitasLBi’s implementation experts for Oracle technology. 

"The partnership is inclusive of both DigitasLBi and Oracle customers as a means to provide better and faster access to knowledge, expertise and resources for shared clients," Vik Kathuria, Oracle's head of global agency partnerships, told CMSWire. 

"Just as a unified view of the customer or prospect is an indispensable component of modern marketing, so too is omnichannel customer management because it’s what allows marketers to leverage data about real-time behavior to deliver truly individualized experiences no matter which channel or channels the buyer chooses."

Oracle, DigitasLBi History

Vik Kathuria of Oracle

Oracle and DigitasLBi have worked together before. Kathuria calls them long-standing partners. They've worked together across multiple products including Oracle WebCenter, Commerce, Marketing and Data Cloud, both directly and through clients.

Kathuria was hired about 18 months ago to form global agency partnerships. He's been responsible for building global business development and a partnerships agency team to deliver Oracle Marketing Cloud solutions

The premise of his group, he said, is to develop and execute global partner strategy and trading agreements with major holding companies — WPP, Publicis, Omnicom, IPG, Dentsu, Havas — as well as the operating companies and agencies underneath. 

"We have multiple conversations underway with our partners and will be announcing when apropos," Kathuria said. 

Built on the Oracle Cloud, DigitasLBi’s OSG gives clients a single view of their customers’ digital portrait across all channels, officials said.

“OSG enables customer centricity by joining up data, media and platform in a single agency," Ian Osborne, CEO and co-founder of Spindrift, said in a statement. "This is a progressive move away from the traditional CRM, Ad Tech and marketing technology delivery managed by many agencies working on different parts of the conversion funnel." 

Old Way Nearly Extinct

OSG will be led by Spindrift’s Osborne and DigitasLBi’s Global Head of Alliances Trevor Smyth. It is now operational in the UK, USA, Middle East and APAC, with delivery centers in Berlin, Boston, Chicago, London, Milan, New York City, Paris and Utrecht. 

"The old approach — fragmented views, disconnected profiles, inconsistent records, and a basic lack of awareness of what customers care — is on the verge of extinction," Kathuria said. 

"A modern marketing approach can help the CMO build and deliver apropos digital experience which is a unified view of customers and prospects across the enterprise. Data and technology are the linchpin that connects the experience together across channels, sharing data signals that reflect and predict consumer behavior and using modern marketing technologies to deliver the most contextual, relevant and personalized messaging to the right person at the right time, at a channel and touchpoint of their choice."