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As recently speculated in Adweek, WPP Group has struck a strategic partnership with Twitter in the wake of rival Publicis Groupe’s own initiative with the online social networking and microblogging service.
WPP said the global alliance includes several of the holding company’s units, including media agency umbrella GroupM; consumer insights business Kantar and digital agencies including Wunderman. As part of the deal, which was led by WPP’s internal Data Alliance agency partnership, WPP said the companies will increasingly use Twitter data to “deliver more effective campaigns, enhanced marketing and more real-time insights to clients.”