WPP Launches Global Data Company: Choreograph™
April 27 2021 - 9:00AM
Business Wire
Delivers a privacy-first approach to
customer data amid changing market dynamics
WPP (NYSE: WPP) today announces Choreograph, a new global data
company, to help clients realize the value of their first-party
data, consult on and implement their data and technology
strategies, and advise on privacy-first approaches to navigate the
fast-changing data landscape. Choreograph brings together the
specialist data units of GroupM and Wunderman Thompson into a
single company with global reach, accessible to all WPP clients and
companies.
Choreograph’s core belief is that marketers own their
first-party data with consumer permission; respect for privacy and
the intentional use of data is at the heart of its approach. Guided
by this philosophy, Choreograph will continue to create
market-leading tools to support clients in the appropriate and
responsible application of data in advertising. Choreograph’s role
is to orchestrate and integrate data sets, including managing
first-party data as a service, to expand audiences for growth, and
to use data to optimise and improve media, creative and consumer
experiences.
The company will offer four key product categories—audience
insights and planning; private identity solutions; AI-based media
optimization; and predictive analytics—and services including
strategy consultancy, custom technology development and data
management operations.
Mark Read, CEO of WPP, said: “We are at an inflection point in
the industry, where brands have an imperative to leverage their own
first-party data to make advertising more relevant, effective and
personal while fully respecting consumer privacy. We must also use
data to gain insights, shape our creative work and measure results
– and this requires a holistic approach that this integrated
offering brings by enabling data to flow across client, agency, and
media owners. Uniting the powerful and established data units of
GroupM and Wunderman Thompson into a single global data company is
another important step in our simplification strategy.”
Choreograph builds on WPP’s extensive data and consultancy
capabilities within its creative, media, PR and specialist
agencies. Leveraging the common data and technology platform, WPP
Open, Choreograph has a commitment to agnostic data partnerships,
including cleanroom partners by market, creating unrivalled
flexibility for clients.
Choreograph will operate as part of GroupM, with Kirk McDonald,
the GroupM North America CEO, extending his remit to lead the new
company. McDonald is joined by a seasoned data and technology
leadership team from across WPP along with more than 700
technologists, product developers and data scientists. Choreograph
works in partnership with the thousands of agency-embedded data and
platform technology experts across the WPP network.
Walgreens Boots Alliance is a premier Choreograph launch client,
as part of the selection of WPP as its global marketing and
communications agency in 2020. “Choreograph delivers a unified
identity-based approach, providing unique insights to fuel brand
growth and power personalized experiences for our customers while
fully respecting their privacy and preferences,” said Matt Harker,
VP Global Marketing Strategy & Transformation, Walgreens Boots
Alliance.
Christian Juhl, GroupM Global CEO, said: “Data management today
should reflect the data and technology savvy of the consumer.
Choreograph is built on common-sense principles that allow
marketers to manage and use their data. Our framework of manage and
earn, expand and enrich, and activate and optimize is flexible,
modular and designed for the future of data-based businesses,
enabling marketers to create better experiences, stronger brands
and trusted customer relationships.”
The new company has the scale advantages of WPP, the world’s
leading creative transformation company, and GroupM, the largest
media investment company with an annual investment of over 60B USD.
Choreograph launches in all major markets globally, with support
hubs in Karlsruhe (Germany), Lille (France), London (U.K.), New
Delhi (India), New York and San Francisco (U.S.), Shanghai (China)
and Sydney (Australia).
About WPP
WPP is a creative transformation company. We use the power of
creativity to build better futures for our people, planet, clients
and communities. For more information, visit www.wpp.com.
About GroupM
GroupM is the world’s leading media investment company
responsible for more than $60B in annual media investment through
agencies Mindshare, MediaCom, Wavemaker, Essence and m/SIX, as well
as the outcomes-driven programmatic audience company, Xaxis.
GroupM’s portfolio includes Data & Technology, Investment and
Services, all united in vision to shape the next era of media where
advertising works better for people. By leveraging all the benefits
of scale, the company innovates, differentiates and generates
sustained value for our clients wherever they do business. Discover
more about GroupM at www.groupm.com.
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version on businesswire.com: https://www.businesswire.com/news/home/20210427005673/en/
Niken Wresniwiro Niken.Wresniwiro@wpp.com
Martina Suess Martina.Suess@wpp.com
Jared Baiman Jared.Baiman@GroupM.com
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