Advertising giant WPP has launched a new AI-powered marketing platform, named WPP Open Pro, that lets clients plan, create, and publish their own advertising campaigns.
WPP, which is home to agencies such as Ogilvy, AKQA and WPP Media, stated that the new platform enables it to service the evolving needs of its current client base and attract smaller brands that may not have previously had the budget to use the agency.
The agency group said that WPP Open Pro represents a significant shift in the industry, with WPP being the first of its peers to provide a range of integrated, AI-powered delivery models.
The launch comes as advertising groups like WPP face the challenge of brands starting to use AI to do more of their own creative and planning work, reducing the fees they pay to agencies.
WPP Open Pro was unveiled by Cindy Rose, the new CEO of WPP.
"The rapid acceleration of technology is fundamentally reshaping our industry and WPP is embracing the opportunity to lead that change,” said Rose. “Our talented teams will always be at the heart of what we do, providing world-class strategic and creative partnership to the world's most complex brands with WPP Open at the core. Now, we’re adding WPP Open Pro to our offer, a powerful new edition that puts our AI advantage directly into the hands of a much wider array of brands and businesses. This is about transforming how marketing is delivered, expanding our total addressable market, and giving more brands the tools they need to lead in the AI era.”
WPP Open Pro allows businesses to access WPP’s data and insights to develop campaign strategies, better understand audiences, and evaluate competitive landscapes.
Marketers can also generate on-brand, channel-specific ads and content in seconds with AI-generated, automated production. WPP Media clients can then publish content directly to major ad platforms.
"While some companies hide their AI behind service teams or focus on just one part of the journey, WPP Open Pro is an integrated solution for campaign implementation, built to deliver outcomes, not just assets,” said Stephan Pretorius, Chief Technology Officer (CTO) at WPP. "This makes it ideal for clients and brands seeking consistency and compliance at scale, performance marketing teams focused on optimising outcomes, and, crucially, provides smaller, agile marketing teams and emerging brands with direct access to WPP’s professional capabilities and intelligence.
ITV recently launched a generative AI platform to make it easier for SMEs to create their own advertising. Discover more here.
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