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GLOBAL, JUNE 11, 2013 – Twitter and WPP announced a global strategic partnership aimed at greatly expanding collaboration between them. The agreement, which was led by WPP’s Data Alliance, covers data and analytics, spans several WPP units, including GroupM, Kantar, and digital agencies like Wunderman.
WPP is to work with Twitter to help grow the Group’s lead in data-driven marketing. WPP companies are to increasingly leverage Twitter data in a number of key initiatives, to deliver more effective campaigns, real-time insight and enhanced targeting to clients. New data products and services are to be launched and Twitter data integrated into core WPP media and analytics platforms, and staff are to be trained to make use of these new capabilities. Further announcements are to be made regarding the partnership over the next weeks and months.
The partnership is both reflective of and will help develop GroupM client investments on the Twitter platform, especially in key markets such as Brazil, Japan, Mexico, Turkey, Western Europe, and the United States, where Twitter has enjoyed rapid growth in recent years.
Sir Martin Sorrell, CEO of WPP, said that Twitter’s relevance, not only as a social platform but also as a window into consumer behavior and attitudes in real time, continues to grow. He said that they were delighted to announce this very wide-ranging strategic partnership, as well as to ensure that Twitter data is a key component of many disciplines, and they look forward to leverage the platform for their clients around the world.
Dick Costolo, CEO of Twitter, said that they were excited to forge this global partnership with WPP. Marketers, he said, leverage Twitter for brand insights, customer research and relevant real-time messaging. He added that the partnership would benefit clients through pairing Twitter with WPP’s analytics, creative and targeting capabilities.
