Interluxe Group acquires adMixt in bid to marry events with performance marketing for luxury brands
Summary
Interluxe Group has acquired adMixt to expand its performance marketing capability for luxury brands. The deal brings together experiential events, media, and software-enabled ad buying and measurement under one agency umbrella. Interluxe wants to help premium brands connect offline activations with digital performance campaigns and reach affluent audiences more effectively. The article highlights growing demand for integrated agency partners and the challenge luxury brands face in measuring incrementality and controlling creative quality.
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