Back to Blog

New Global Business Solutions Group Accelerates Enterprise-Wide Value of IdentityLink™ for Brands and Agencies

  • - LiveRamp
  • 3 min read

Today we’re faced with a more complex consumer and business environment than ever before. The proliferation of devices, the growth of the IoT, and emerging technologies like artificial intelligence and machine learning have only added to the noise that marketers need to cut through in order to stitch together an accurate view of their end user.

Without an identity infrastructure and the ability to create the right data strategy and link it with people-based, omnichannel communications, marketers will not be able to connect with their audiences and successfully compete. LiveRamp is in the ideal position to help marketers with our IdentityLink solution and other technologies. We believe we can be doing more to partner with the marketing industry for leadership and change.

Introducing the Global Business Solutions Group

I am proud to announce the launch of our Global Business Solutions Group, dedicated to solving strategic business problems for our clients and customers. Industry veteran Laura Desmond will lead the group as Senior Advisor, building off her role working with Scott Howe across Acxiom and LiveRamp. Though Laura needs no introduction, her more than 20 years of experience, during which she held C-suite positions, including Chief Revenue Officer of Publicis Groupe and Global CEO of Starcom MediaVest Group, makes her unequaled in this advisory role.

Laura has been working for the last two months to design and recruit for the team. Andrew Kasprzycki will be joining as Vice President of Global Business Solutions with a focus on brand marketers, and Daniella Harkins will be Vice President of Global Business Solutions, focusing on agency relations. Collectively, they will be focused on helping our clients maximixing the value of identity resolution technology in addressing some of their most strategic challenges. They will work with a team of analysts and project managers to form a consultative and strategic team working across all of LiveRamp’s capabilities.

Andrew is a 21st century marketing master whose work has helped brands deliver holistic experiences at the intersection of digital, data, and technology. His roles have spanned brand strategy, creative, and content development, digital planning and activation, and media and business strategy consulting for world-class brands in the U.S. and globally. Andrew has helped innovative marketing leaders deliver business impact and win awards by rooting all work in the belief that marketing truly adds value to people’s lives. Most recently, Andrew was Executive Vice President, Global Client Lead at DDB Worldwide, where he managed two high-profile, integrated businesses, Miller Lite and ConAgra Brands: PAM, Reddi Wip, Hebrew National, Marie Callender’s, Hunt’s, and Rotel. Prior to DDB, he was Executive Vice President and Managing Director at Publicis Groupe. There, he founded and led the New Establishment Brands group, helping marketplace disruptors like Airbnb, Twitter, Houzz, and StubHub grow and scale their brands and businesses.

Further fortifying the team, Daniella has 15 years of experience working at the intersection of data, technology, and advertising. Prior to LiveRamp, Daniella worked at Verve, a mobile advertising company, where she served as Vice President of Marketing and Programmatic/Data Client Solutions. Before Verve, Daniella had multiple leadership roles at Acxiom and Digital Impact, where she evangelized the need to use data for marketing and advertising across all channels.

Solving real business challenges

Composed of these strategic consultants with deep and diverse backgrounds in marketing and media, our Global Business Solutions Group will help brand marketers and their advertising agencies forge deeper connections across the marketing funnel using our tailored identity resolution services. The team will also consult clients and their legal teams on building roadmaps dedicated to consumer privacy and the ethical use of data.

Working with the Global Business Solutions Group, marketers will have access to customized solutions and applications that are specially designed to address their unique business needs across industries and vertical markets.

People-based marketing everywhere

Through this initiative, we hope to democratize people-based marketing, and make it the benchmark against which all other marketing practices are measured. We’re taking something LiveRamp already excels at – identity resolution – and making it that much better, solving real business problems to help our customers now and in the future.

Access to the Global Business Solutions Group is available for all existing IdentityLink users. If you are a current IdentityLink customer and wish to learn more, reach out to your account representative. If you’re looking to add IdentityLink services to your suite of marketing tools, contact us today.