How WPP’s Essence Uses Machine Learning to Improve Media Buying Results

Creating an agency network fit for the contemporary marketplace

WPP is poised to announce a seismic overhaul to its organizational operations, according to reports, with some sources suggesting a systematic change to its approach to media planning and buying is in the offing.

Prior to the change in WPP’s leadership earlier in the year, Essence–a programmatic specialist media agency it acquired in late 2015–has been front-and-center of its plans to create an agency network fit for the contemporary marketplace.

This included the establishment of the media agency, which counts Google as its largest client and expertise with its Google Marketing Platform among its core competencies, as one

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