Stephan Pretorius, CTO of WPP, oversees the implementation of WPP Open, a central AI platform that aims to integrate multiple agency operations without sacrificing their individual identities. He emphasizes that while the company embraces a shared technological foundation, each agency, including AKQA, can adapt the platform to align with their unique service offerings and philosophies. This strategic approach aims to navigate potential concerns about consolidation, affirming the value of distinct agency identities in collaboration with unified technological tools.
"Both things can be true at the same time," he says. "You can have agencies with different flavors of service offerings all working on the same technology platform and adapting it to their purpose."
"Each of our agency brands has a unique differentiation and unique kind of positioning... they’re applying it with their own flavor of service offering, their own approach, their own aesthetic..."
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