WPP Open Pro unlocks new growth opportunities for WPP across the global advertising market by democratising access to the company’s advanced AI marketing capabilities and enabling brands to connect to its tools and services independently
WPP today launches WPP Open Pro, a groundbreaking new edition of its AI marketing platform, WPP Open, designed to empower brands of all sizes to plan, create and publish campaigns independently. WPP Open Pro will expand WPP’s reach across the global advertising market while also offering an efficient route for existing clients to leverage WPP’s platform and tools.
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 new platform enables WPP to service the evolving needs of its current client base and grasp the opportunity to increase its addressable market of brands that may not have previously had the resources to benefit from its expertise.
Unveiled by WPP CEO Cindy Rose, WPP Open Pro is the new edition of WPP Open – the company’s AI platform for marketing – which helps brands to plan campaigns, create large volumes of on-brand content and quickly deploy assets at scale independently.
“The rapid acceleration of technology is fundamentally reshaping our industry and WPP is embracing the opportunity to lead that change,” said Cindy Rose, CEO of WPP. “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.”
Built on WPP Open – which will continue to be at the centre of WPP’s managed service offering that combines talented global teams with integrated technology – WPP Open Pro packages three powerful, connected functional areas into a simple interface that allows marketing teams, from established enterprises and WPP clients to emerging businesses, to:
Integrated differentiation in a crowded market
WPP Open Pro stands apart from competitors by offering a comprehensive, integrated solution for campaign implementation, connecting strategy, content creation and performance optimisation with enterprise-grade consistency.
Bringing together some of the most powerful and specialised capabilities of WPP Open, the new platform is an ideal solution for distinct business units or regional teams within a global brand, giving them the freedom to adapt campaigns and personalise content while ensuring global brand compliance. Crucially, it is also designed to help cater to the unserved segment of the worldwide advertising market.
It is equally valuable for a performance-based marketer in a fast-moving sector like ecommerce or finance, who needs to rapidly create, test and optimise high volumes of ads to drive measurable outcomes. Furthermore, WPP Open Pro also provides smaller businesses, startups and growing brands with direct access to professional-grade tools and WPP’s intelligence, allowing them to generate quality content and publish campaigns, thereby expanding their potential for market growth.
“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 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. It is simple, intuitive and transformative, giving marketers control, speed and scale with enterprise-grade quality.”
