"WPP unveiled WPP Open Pro, a new offering that allows brands to independently use its artificial intelligence-powered operating system, according to a press release. The ad-holding group claims to be the first in its category to provide this type of model. Open Pro has three core service areas: AI-powered campaign planning, content creation at scale and campaign publishing, which brands can either handle directly or hand off to WPP's Open Media Studio."
"Open Pro represents a new type of bet for WPP and for agency networks at large - one that speaks to how AI is reshaping aspects of marketing services. Rather than hiring a specific agency, clients can now leverage WPP's AI-powered models for independent campaign planning and deployment. Open Pro is mostly angled at smaller businesses that cannot afford a full-service integrated agency and categories that prioritize speed and performance, such as e-commerce."
"WPP CEO Cindy Rose in a press statement emphasized that the ad-holding group's "talented 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" through WPP Open."
WPP launched Open Pro to let brands independently access its AI-powered operating system for campaign planning, content creation at scale, and campaign publishing. Brands can self-manage execution or route work to WPP's Open Media Studio. The offering targets performance-oriented marketers and smaller clients, including startups and regional teams within global brands, that lack resources for integrated agencies. The service aims to speed campaign deployment and prioritize measurable performance, particularly in categories like e-commerce. The initiative reflects a shift toward automated, plug-and-play marketing tools and signals potential changes in demand for mid-level agency services.
Read at Marketing Dive
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