adm Indicia published a blog post by Senior Digital Solutions Consultant Jeff Hernandez discussing why brands need to fix CRM foundations before unlocking AI potential.

adm Indicia is a global brand activation, shopper marketing and marketing execution agency. We create and activate meaningful brand experiences that drive measurable ROI across every stage of the customer journey. We help brands connect strategy to execution across retail activation, POS marketing, connected retail, customer engagement, CRM, creative production, content production, media activation, marketing procurement, data-led insights, technology and sustainability. Our integrated model brings together insight, creative, workflow technology, production, procurement and activation planning to help brands convert shoppers, engage customers and scale campaigns across markets. Formed in July 2025 following the acquisition of Indicia Worldwide by adm Group, adm Indicia combines global marketing execution capability with data, technology and creative expertise to simplify below-the-line marketing, unlock sustainable ROI and deliver brand engagement across digital and physical touchpoints.