Twitter and advertising firm WPP have entered a strategic partnership, which will enable WPP to offer Twitter data integrated into its media and analytics products to its clients, as part of advertising firm’s efforts to build more effective campaigns.
As part of the collaboration, WPP units from its market research unit to global media buying division Group M, will use more Twitter data across several important initiatives to offer more effective campaigns, improved targeting and more real-time insight to client.
WPP CEO Sir Martin Sorrell said the very wide-ranging strategic partnership would ensure that Twitter data is a key ingredient in many of the company’s disciplines.
"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," Sorrell said.
The move comes soon after, WPP’s French rival Publicis Groupe’s signed a deal worth several hundreds of dollars.
In addition, the partnership would launch several new data products and services, while would also see the integration of Twitter data into major WPP media and analytics platforms.
Twitter CEO Dick Costolo said as Twitter has grown, marketers are leveraging the platform for brand insights, relevant real-time messaging, and customer research.
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"This partnership will benefit clients by pairing Twitter with WPP’s world-class analytics, targeting, and creative capabilities," Costolo said.
