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WPP and Facebook strengthen their partnership

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WPP's Data Alliance and Facebook this week announced that they will be deepening their global partnership in order to give marketers access to new data-driven solutions that deliver personalisation at scale on Facebook. The multi-year partnership is centred around bringing new audience building and measurement tools to market, with marketers now able to activate WPP's proprietary data assets within Facebook. The Data Alliance is a WPP company that supports the group's data business by enhancing access to data and data-driven marketing applications. It uses a global network of expert leaders in market research, analytics, CRM, media and digital to deliver a solution-neutral and holistic perspective on WPP's data strategy and solutions.

WPP's Data Alliance and Facebook this week announced that they will be deepening their global partnership

Data assets from WPP company's GroupM, Kantar and Wunderman's KBM Group will now all be connected and activated on Facebook in a way that respects consumer privacy. As a result, WPP's marketers, planners and buyers will have access to combinations of WPP and Facebook data assets, enhanced insights, and new audience building solutions. This will help their clients effectively create campaigns across all Facebook ad formats, including video, photo, and link ads on both mobile and desktop. These WPP companies will also work with Facebook to pilot new data-driven solutions to better measure effectiveness with online and offline sales impact in multiple countries, enhance mix modelling and deepen Facebook Insights. Finally, there will be joint research and thought leadership on new metrics, services and solutions that help brands better leverage Facebook to reach consumers.

Data assets from WPP company's GroupM, Kantar and Wunderman's KBM Group will now all be connected and activated on Facebook

Eric Salama, CEO of Kantar, said that Kantar “Gather insights on millions of consumers each year on what people buy and why, including product assortment, retail strategy, brand health, copy testing, campaign effectiveness, media measurement, earned media monitoring and purchase data.” As a result of this deeper partnership, they will now be able to “Leverage those learnings for clients and make them actionable on Facebook.” Harvey Goldhersz, chief data officer of GroupM, said that Facebook and WPP have always worked well together, so it was only natural that they would “Want to find more ways to work smarter together.” As strategic partners, he says they want to “Bridge the measurement gap for brands and help clients develop more meaningful relationships with consumers.” He believes that this partnership allows them to do that “Through collaboration, innovation and data activation.”

WPP's marketers, planners and buyers will have access to combinations of WPP and Facebook data assets, enhanced insights, and new audience building solutions

Gary S. Laben, CEO of KBM Group and global chief data officer at Wunderman, said “KBM Group cultivates data that allows marketers to paint rich pictures of consumers,” and that “Of equal importance is helping brands interact with consumers in ways that will delight the consumer.” He feels that “This partnership with Facebook provides a very meaningful way to help clients connect with consumers in highly-relevant ways, even in emerging markets.” Patrick Harris, director of global agency development at Facebook, adds that the social media kingpins are “Committed to deepening partnerships with the agency ecosystem across technology, media, and data.” The partnership with WPP, he feels, lays the foundation to provide their clients “Choice in the data they use for media solutions and the proper tools to effectively measure tangible business results on Facebook.”

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