April 30, 2021 8:05 Kinesso Australia, powered by IPG’s data-focused marketing partner Acxiom, has announced a new audience data partnership with loyalty program Flybuys. The partnership will see a media agency group gain access to Flybuys audience segments based on members’ de-identified transactional, behavioural and demographic data, for the first time in Australia. Flybuys’ data division Unpacked by Flybuys, which launched in September last year, will provide segmented audience data to Kinesso from its eight million active members. That data will be used with Acxiom’s Infobase of 19 million people, to provide brands and marketers new, anonymous insights on buying patterns. ADVERTISEMENT