WPP and Twitter have announced a partnership deal that will enable the advertising network to integrate Twitter data into its media and analytics platforms.
The partnership spans multiple WPP units, including GroupM, Kantar and digital agency Wunderman.
WPP said in a statement that it is committed to working with Twitter to extend the Group’s lead in data-driven marketing. As part of the deal WPP companies from a variety of disciplines will increasingly leverage Twitter data across a number of important initiatives to deliver more effective campaigns, enhanced targeting and more real-time insight to clients.
Sir Martin Sorrell, WPP chief executive, said: “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.
“We are delighted to announce this very wide-ranging strategic partnership and to ensure that Twitter data is a key ingredient in many of our disciplines. We look forward to leveraging the platform in a variety of ways for our clients around the world.”
Dick Costolo, CEO of Twitter, said: “We’re excited to forge this global partnership with WPP. As Twitter has grown, marketers are leveraging the platform for brand insights, relevant real-time messaging and customer research. This partnership will benefit clients by pairing Twitter with WPP’s world-class analytics, targeting and creative capabilities.”
The partnership will also see the launch of new data products and services.
The financial arrangements have not been disclosed.