WPP is a creative transformation company focused on building better futures for businesses and brands. With an integrated offer of communications, experience, commerce, and technology, WPP helps clients solve the challenges of modern marketing. AI is powering creative transformation at WPP, revolutionizing not just how their people deliver amazing creative work, but how the world’s leading businesses and brands evolve and grow.Explore WPP’s story
WPP is a global company that includes some of the most forward-looking and world-leading agency brands, such as Wunderman Thompson, VMLY&R, Ogilvy, AKQA, GroupM, and many more. “We have a hundred thousand people around the world, working for virtually every large brand as a client. One in four adverts you see will be created by us,” according to Stephan Pretorius, Global Chief Technology Officer at WPP.
WPP is powering a creative transformation in the way their clients understand and reach customers. “Creative transformation happens when creativity and technology collide, delivering powerful ideas for our clients’ businesses that help them become fit for the future,” explains Pretorius.
Technology, data, and AI power connections, memorable engagements, and experiences, giving WPP an unrivaled ability to harness ingenuity and scale to help their clients succeed.
Translating insights into action
WPP has been successful in their use of AI by developing unique abilities to translate insights derived from data into action, accelerating their ability to help clients identify new markets, be more relevant, and create more meaningful content and personal experiences for their customers. “It’s about future-proofing marketing activity,” says Di Mayze, Global Head of Data & AI at WPP. “And not doing what’s always been done.”
AI is enhancing WPP’s capacity to:
Understand vaccination demand
WPP is helping to understand and predict demand for COVID-19 vaccinations by combining retailers’ first-party data with WPP’s third-party data and identity resolution services. Carol Reed, EVP, Head of Data and Product Marketing at WPP, says, “One of our key projects is using machine learning and AI to look at demand patterns and signals to sort out which customers have a high likelihood of wanting to get a vaccine, and where there is a high demand.”
Openness to change
A culture of innovation and entrepreneurialism
WPP’s success with AI boils down to their culture of innovation and entrepreneurialism. This culture is characterized by openness to learning, change, and innovation. “That is the spirit of how we work at WPP,” says Stephan Pretorius, Global Chief Technology Officer at WPP. “We’re open for business. When we have a great asset somewhere, we’re trying to very quickly make it available to as many of our agencies and people as we can.”
Learning from WPP
WPP is delivering creativity that’s powered by technology, helping people across the organization use AI to understand customers at a deeper level, predict their behavior and preferences, and develop more engaging communications for the brands they work with.
How can your people understand and serve customers better with AI?Discover more about WPP