WPP Introduces Global Data Company Choreograph

Recognizing that balancing effective ad targeting and consumer privacy is a delicate dance and marketers often need help to learn the moves while avoiding missteps, the industry's largest holding company is offering direction. WPP is introducing a new global data company called Choreograph, which combines the resources of GroupM and Wunderman Thompson to help clients optimize the use of first-party data effectively and ethically across creative and media operations. In a statement, WPP CEO Mark Read characterized the integration of data practices as "another important step in our simplification strategy." "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." A unified structure "Data management today should reflect the data and technology savvy of the consumer," said GroupM global CEO Christian Juhl in a statement. "Choreograph is built on common-sense principles that allow marketers to manage and use their data." Building on existing data and consultancy capabilities, Choreograph utilizes common data and technology platform WPP Open and will operate as part of GroupM, with GroupM North America CEO Kirk McDonald expanding his role to include leadership of Choreograph. McDonald explained that discussions around the creation of Choreograph were already under way when he joined GroupM as North America CEO. Arriving from data-driven tech platform Xandr, he was uniquely positioned to assume leadership of the new integrated offering. "Almost every client, especially media clients, was leaning into us to custom build using data activations against media," he told Adweek. "Our benefit is that we're not new to data and tech. The moment felt like it needed simplification for clients to fully understand where to go." Making Sense of the 5 Major Holding Companies’ Data Offerings Choreograph's unified, flexible structure as a WPP offering means it informs both media and creative agency operations, as well as providing for direct relationships with clients providing data management or data consultancy services. "We think the opportunity for creative agencies is only just unpacking itself and clients are asking for more," McDonald explained, with Choreograph informing more dynamic creative capitalizing on how and where to tell stories to reach consumers. He added that there were already case studies of clients benefiting from integrating data capabilities across both creative and media operations with WPP. Responsible investment, future growth McDonald explained that the Data Ethics Compass GroupM introduced in February was created out of parts of the organization now comprising Choreograph. The operation will continue to build on the focus, which sits inside a larger Responsible Investment Framework that looks at other issues around media investments, including brand safety, diversity and sustainability. . "We don't need to just be where clients are, we need to get out ahead. We think we have a responsibility given our size and scale," McDonald said, "to shape the next area of what media looks like and make it better for people first, and marketers in turn will benefit." He also sees plenty of potential for Choreograph to continue to grow in the future. "We believe there may be opportunities for partnership as well as acquisitions down the road," he said. "For right now we’re hyper focused out the door on promises being made to existing or prospective clients."

Data Management

WPP Introduces Global Data Company Choreograph

Led out of GroupM, the offering spans the agency's network

Erik Oster

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Erik Oster