WPP has hit back at claims that its new WPP Open Pro AI tool – which will allow brands to plan, create and publish their own “DIY” ad campaigns – will cannibalise its traditional agency business, insisting it will free up teams to focus on more complex, strategic issues.
The new platform, which was revealed last week, is mainly targeted at smaller brands which would not traditionally be using an agency, in a move aimed at expanding WPP’s reach across the global advertising market while also offering a new route for existing clients to leverage WPP’s platform and tools.
In fact, WPP maintains Open Pro represents “significant shift in the industry”, as it claims to be the first agency group to provide such an extensive range of integrated, AI-powered delivery models. Even so, the pricing structure has not been revealed.
Built on WPP Open – which will continue to be at the centre of WPP’s managed service offering that combines global teams with integrated technology – WPP Open Pro packages three connected functional areas.
The platform will give clients access to WPP’s foundational data and insights to develop campaign strategies, better understand audiences and evaluate competitive landscapes quickly. This is powered by AI agents which draw on WPP’s proprietary, partner and industry data.
Marketers will also be able to generate on-brand, channel-specific ads and content in seconds, automating production while maintaining brand integrity and driving performance.
And, finally, WPP Media clients will be able to integrate with and hand off to WPP’s Open Media Studio for enhanced media execution. Alternatively, the platform allows brands to publish content directly to major ad platforms.
WPP chief executive Cindy Rose said: “The rapid acceleration of technology is fundamentally reshaping our industry and WPP is embracing the opportunity to lead that change.
“Our teams will always be at the heart of what we do, providing world-class strategic and creative partnership to the world’s most complex brands with WPP Open at the core.
“Now, we’re adding WPP Open Pro to our offer, a powerful new edition that 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.”
WPP insists the Open Pro platform stands apart from competitors by offering a “comprehensive, integrated solution for campaign implementation”, connecting strategy, content creation and performance optimisation with enterprise-grade consistency.
The group claims the new platform is an ideal solution for distinct business units or regional teams within a global brand, giving them the freedom to adapt campaigns and personalise content while ensuring global brand compliance.
Crucially, it is also designed to help cater to the unserved segment of the worldwide advertising market, while also targeting performance-based marketers in a fast-moving sectors like ecommerce or finance, who need to rapidly create, test and optimise high volumes of ads to drive measurable outcomes.
Furthermore, WPP Open Pro also aims to provide smaller businesses, startups and growing brands with direct access to professional-grade tools and WPP’s intelligence, allowing them to generate content and publish campaigns, thereby expanding their potential for market growth.
WPP chief technology officer Stephan Pretorius said: “While some companies hide their AI behind service teams or focus on just one part of the journey, WPP Open Pro is an integrated solution for campaign implementation, built to deliver outcomes, not just assets.
“This makes it ideal for clients and brands seeking consistency and compliance at scale, performance marketing teams focused on optimising outcomes, and, crucially, provides smaller, agile marketing teams and emerging brands with direct access to WPP’s professional capabilities and intelligence. It is simple, intuitive and transformative, giving marketers control, speed and scale with enterprise-grade quality.”
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