MERCADEO Versión en español
WPP Launches Global Data Company: Choreograph
Liz Unamo| 27 de abril de 2021
Choreograph de WPP
WPP 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.
