Having announced a global strategic partnership that will greatly expand collaboration between the two organisations, the WPP and Twitter deal will help develop, GroupM client investments on Twitter’s platform – particularly in key markets where the service has experienced rapid user growth in recent years, including Western Europe, Japan, Turkey, Mexico and Brazil, in addition to the United States.
Covering data and analytics, or what we now call data investment management, media investment and social media, the agreement spans several WPP units – including GroupM, the world’s leading media investment management company, Kantar, WPP’s consumer insight business, and digital agencies such as Wunderman.
WPP is committed to working with Twitter to extend the Group’s lead in data-driven marketing. As part of the deal, which was led by WPP’s Data Alliance, WPP companies from a variety of disciplines will increasingly leverage Twitter data across a number of important initiatives to deliver more effective campaigns, enhanced targeting and more real-time insight to clients.
The partnership will see the launch of new data products and services, the integration of Twitter data into key WPP media and analytics platforms, training for staff in the application of these new capabilities and a partnership approach to key clients and markets.
Further announcements will be made regarding applications of the partnership in the coming weeks and months.
Sir Martin Sorrell, CEO of WPP, said, “Twitter’s relevance continues to grow – not only as a social platform, but also as a window into consumer attitudes and behaviour in real time. We are delighted to announce this very wide-ranging strategic partnership and to ensure that Twitter data is a key ingredient in many of our disciplines. We look forward to leveraging the platform in a variety of ways for our clients around the world.”
Dick Costolo, CEO of Twitter, said: “We’re excited to forge this global partnership with WPP. As Twitter has grown, marketers are leveraging the platform for brand insights, relevant real-time messaging, and customer research. This partnership will benefit clients by pairing Twitter with WPP’s world-class analytics, targeting, and creative capabilities.”