WPP has strengthened its relationship Adobe by making the firm’s Marketing Cloud software the leading solution offered by six of its leading direct, digital and data marketing agencies.
As part of the deal, which the two firms are hailing as a “coalition”, the six agencies – Wunderman, KBM Group, VML, Acceleration, Cognifide and Mirum – will make insights gathered through the platform available to all their clients.
The so-called WPP-Adobe Alliance will be headed by WPP vice- president of strategic partnerships Kelly Ann Bauer, and will sit within the group’s wider technology partnership programme.
Perhaps unsurprisingly, WPP boss Sir Martin Sorrell bigged up the deal, branding it a “powerful” proposition. He added: “The WPP-Adobe Alliance extends our combined offering beyond the footprint of a single WPP company through the creation of bespoke teams, enabling clients to respond more strategically and more efficiently to their biggest marketing challenges.”
More than 25% of WPP’s annual income already comes from what Sorrell calls “data investment management” for clients. The agency group is still understood to be one of the front-runners to buy DunnHumby from Tesco.
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