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WPP launches global data company Choreograph

Will help clients create and manage their first-party data assets and activate them for media buys

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MUMBAI: WPP has launched its new global data consultancy arm Choreograph, to help clients realise 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.

WPP Choreograph will help clients create and manage their first-party data assets and activate them for media buys as third-party trackers phase out. Accessible to clients through GroupM’s media agencies, Choreograph will offer data and identity management consulting, audience and insight-driven media planning, AI-driven media optimisation and predictive analytics. The group will also help clients with strategies around premium media supply, ad verification and data ethics. 

“We have a host of products and tools across WPP that we need to simplify, rationalise and make investments in, in order to help clients own their first-party data,” said GroupM global CEO Christian Juhl.

Agencies can access Choreograph tools through WPP Open, a common platform housing the applications, best practices and frameworks across the holding company. The group is “another important step in our simplification strategy,” WPP CEO Mark Read said in a statement.

“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,” he said. “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.”

WPP will continue to build out Choreograph through acquisitions and partnerships, and has “almost unlimited investment budget to do what we need to do for clients,” Juhl said. The group will also look to hire talent from data and technology organizations, as opposed to agencies.

Choreograph will operate as part of GroupM, with GroupM North America CEO Kirk McDonald 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.

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