Today, WPP has launched Choreograph which is a new global data company. It is helping the clients in realizing the worth of their first-party data, consult on and implements their data and technology strategies, and advises on privacy-first approaches towards navigating the fast-changing data landscape. Choreograph brings together the specialist data units of GroupM and Wunderman Thompson into a single company with a global reach that is accessible to all WPP clients and companies.
Choreograph’s core understanding is that marketers own their first-party data with consumer permission; respect for privacy and the intentional usage of data is at the heart of its approach. Guided by this philosophy, Choreograph will remain to form market-leading tools for supporting clients in the suitable and liable application of data in advertising. Choreograph’s role is to orchestrate and assimilate data sets, containing managing first-party data as a service, for expanding audiences for development, and to use data for optimizing and improving media, creative, and consumer experiences.
The company will be soon offering four key product categories – audience insights and planning; private identity solutions; AI-based media optimization; and predictive analytics – and services comprising strategy consultancy, custom technology development, and data management operations.
Mark Read, CEO of WPP, assumed: “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. 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. Assimilating the potent and conventional data units of GroupM and Wunderman Thompson into a single global data company is another important step in our simplification strategy.”
Choreograph constructed WPP’s extensive data and consultancy capabilities within its creative, media, PR, and specialist agencies. Implementing the common data and technology platform, WPP Open, Choreograph has a promise to uncertain data partnerships, containing cleanroom partners by market, generating unparalleled flexibility for clients.
However, Choreograph will be operating as a part of GroupM, with Kirk McDonald, the GroupM North America CEO, outspreading his remit to drive the new company.
Moreover, McDonald was joined by a seasoned data and technology leadership team from across WPP along with more than 700 technologists, product developers, and data scientists. Now, Choreograph is working in partnership with the thousands of agency-embedded data and platform technology professionals across the WPP network.
Currently, Walgreens Boots Alliance is a premier Choreograph launch client, who as a part of the selection of WPP as its global marketing and communications agency in 2020. Matt Harker, VP Global Marketing Strategy & Transformation, Walgreens Boots Alliance said “Choreograph delivers a unified identity-based approach, providing unique insights to fuel brand growth and power personalized experiences for our customers while fully respecting their privacy and preferences.”
Christian Juhl, GroupM Global CEO, said: “Data management today should reflect the data and technology savvy of the consumer. Choreograph is built on common-sense principles that allow marketers to manage and use their data. Our framework of manage and earn, expand and enrich, and activate and optimize is flexible, modular and designed for the future of data-based businesses, enabling marketers to create better experiences, stronger brands and trusted customer relationships.”
According to the report, the new company has the scale advantages of WPP, the world’s leading creative transformation company, and GroupM. It is the largest media investment company with an annual investment of over 60B USD.
Moreover, Choreograph is launching in all major markets globally, with support hubs in Karlsruhe (Germany), Lille (France), London (U.K.), New Delhi (India), New York, and San Francisco (U.S.), Shanghai (China), and Sydney (Australia).