MediaPost reported WPP launched WPP Open Pro, an AI-powered marketing platform that lets brands plan, create, and publish campaigns in DIY style.
Looks like WPP CEO Cindy Rose is leveraging her Microsoft background, selling technology products to potential and existing customers.
So, the White holding company that commoditized Adland by pimping a portfolio of generic, exchangeable White advertising agencies is now essentially admitting its legacy offerings can be easily replaced by artificial intelligence.
Rose and her crew are positioning the service as proprietary and premier, but does anyone believe WPP AI is demonstrably different than other White holding companies’ AI? Doubt it.
The lame promotional video declares: A new approach to marketing. Smarter. Simpler. Faster. Better.
Okay, but smarter, simpler, faster, and better than what?
Sorry, this scheme shows Rose could be swapped for AI.
Yet will that happen before thousands of WPP drones are deemed unnecessary and summarily dismissed? Don’t count on it.
WPP Offers New ‘Open’ Version Designed To Attract Broader Client Set
By Steve McClellan
WPP today unveiled a new version of its marketing operating system WPP Open that’s designed to appeal to smaller clients across the global ad market.
It’s called WPP Open Pro, designed as a self-serve marketing platform where brands can plan, create and publish campaigns independently.
WPP CEO Cindy Rose said that the company’s staff would always “be at the heart of what we do...with WPP Open at the core.”
That said, she added that the new Pro offer “puts our AI advantage directly into the hands of a much wider array of brands and businesses. This is about transforming how marketing is delivered, expanding our total addressable market, and giving more brands the tools they need to lead in the AI era.”
The company stressed that while Pro is designed to attract new smaller clients, it’s also an alternative to existing clients.
The new platform is built on the broader WPP Open OS.
According to the company, Open Pro enables users to plan with AI-powered tools to develop campaign strategies and quickly evaluate audiences and competitive landscapes.
Content can also be developed speedily at scale. And clients publish content directly to “major ad platforms,” or hand off to WPP Open Media for execution.
“WPP Open Pro is an integrated solution for campaign implementation, built to deliver outcomes, not just assets,” said Stephan Pretorius, Chief Technology Officer at WPP.
He said that makes it well suited for clients and brands seeking “consistency and compliance at scale,” as well as for performance marketing teams and, “crucially, provides smaller, agile marketing teams and emerging brands with direct access to WPP’s professional capabilities and intelligence.”
Find a sizzle reel on the new offering here.
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