WPP in global deal to boost clients' digital experiences

WPP has strengthened its relationship with digital experience platform provider Optimizely, in a global deal which the agency giant claims will allow brands to drive data-driven marketing, experimentation and analytics across all digital channels.

The two companies have been working together for 17 years across a number of finance, telecoms and manufacturing brands but this partnership will open up Optimizely tools to WPP’s entire client base.

With consumer expectations at an all-time high, Optimizely will give WPP’s clients access to its full suite of tools, including content marketing, content management, commerce and experimentation.

By implementing these tools, companies can use data to continuously develop digital experiences that maximise conversion and engagement, leading to efficiencies and a greater return on development investment, the two companies insist.

Notably, the partnership also offers clients seamless integration with Optimizely Web Experimentation and Google Analytics 4 (GA4), in light of Google’s upcoming phase out of web analytics and testing tool Google Optimise.

WPP chief technology officer Stephan Pretorius said, “Powerful creativity and effective media strategy can be wasted if brands do not also prioritise conversion. Optimizely’s platform provides data that allows brands to maximise the chance of driving customers through the ideal journey across channels, and we’re excited to develop a joint offering to take to our shared clients.”

Optimizely chief executive Alex Atzberger added: “The world’s leading companies must have world-leading digital experiences, which can only be achieved through a test and learn approach. Together, WPP and Optimizely will ensure customers get the most out of their experimentation programmes so they can turn insights into increased conversions. We are thrilled to kick off this partnership.”