WPP is jumping further into bed with the tech giants, expanding its partnership with Meta to become the first advertising group to test a new AI-powered creative strategy and optimisation solution that will be integrated into its agentic marketing platform, WPP Open.
The initiative, which follows a deal with Google, is designed to help marketers analyse campaign performance, identify effective creative approaches and develop new concepts using AI-driven insights. Meta is currently testing the solution with WPP and Unilever, with broader availability planned in the coming months.
The collaboration comes as advertisers face increasing complexity across digital platforms. According to Meta, global advertising impressions across its platforms increased by 19% in the first quarter of 2026, while more than 3.5 billion people use at least one Meta app each day.
It is claimed the move will allow WPP teams to translate campaign performance data into creative recommendations, helping agencies identify successful content, generate new ideas and validate concepts through testing.
The solution includes a dedicated environment for creative strategy and optimisation, enabling creative and media teams to work from shared campaign insights and apply findings in real-time.
Another feature, described as brand memory, analyses existing advertising assets to understand a brand’s identity and tone. These insights can then be applied to future creative development while maintaining consistency across campaigns.
WPP Open connects talent, tools and technology to deliver what it claims is better-informed marketing at speed and scale, and is one of the key elements of chief executive Cindy Rose’s turnaround plan, dubbed Elevate28.
The platform already includes data from retailers and leading media partners, including Ocado Ads, with more than 20 global commerce partners lined up to join in 2026.
Unilever will be the first client to access the integration, receiving beta access and participating in the development of the product.
Unilever global VP, digital, social and AI transformation, beauty & wellbeing Selina Sykes said: “We believe the future of advertising lies at the intersection of creativity and technology. Being an early partner with WPP for Meta’s latest tool gives us the opportunity to shape a solution that helps our brands move faster, create smarter and connect with consumers more effectively across the platforms where they spend their time.”
WPP chief innovation officer Elav Horwitz added: “The future of creative effectiveness is here, and it starts with better insights, not just what worked, but why. From there, the best ideas emerge. And with the right tools, those ideas move faster from brief to impact than ever before.
“With this newest Meta solution, we are arming our teams with a deeper understanding of what is performing well for our clients and why, so they can make smarter, more effective creative decisions, faster. This is how we close the gap between creativity and media, turning insights into ideas and ideas into measurable impact.”
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