The deal includes several WPP units, including GroupM and Kantar, and was led by WPP’s Data Alliance, a new unit that focuses on data partnerships and client data strategy.
The partnership gives WPP access to Twitter’s user data that it can leverage to “deliver more effective campaigns, enhanced targeting and more real-time insight to clients”.
The partnership will see the launch of new data products and services, the integration of Twitter data into key WPP media and analytics platforms.
WPP CEO, Sir Martin Sorrel, said, “Twitter’s relevance continues to grow – not only as a social platform, but also as a window into consumer attitudes and behaviour in real time. We are delighted to announce this very wide-ranging strategic partnership and to ensure that Twitter data is a key ingredient in many of our disciplines. We look forward to leveraging the platform in a variety of ways for our clients around the world.”
WPP says the partnership also reflects, and will help develop, GroupM’s growing ad investments on Twitter on behalf of its clients.
Dick Costolo, CEO of Twitter, stated, “As Twitter has grown, marketers are leveraging the platform for brand insights, relevant real-time messaging, and customer research. This partnership will benefit clients by pairing Twitter with WPP’s world-class analytics, targeting, and creative capabilities.”
It’s also a nice feather in your cap if you are planning to go public.
The WPP and Starcom deals underscore the growing importance of Twitter as a branding medium — particularly for brands seeking to engage more heavily with the sweet-spot demographic of 18-34 year-olds — and the shrewd moves the company has been making to position itself as a pro-active strategic marketing partner on a global level.