In an attempt to deliver a privacy-first approach to customer data amid changing market dynamics, WPP, a creative transformation company has launched a new global data company, Choreograph. Choreograph aims to assist clients realise the value of their first-party data, consult on and implement their data and technology strategies, and advise on privacy-first approaches to navigate the fast-changing data landscape. Choreograph brings together the specialist data units of GroupM and Wunderman Thompson into a single company with global reach, accessible to all WPP clients and companies.
Choreograph will be specialised in managing first-party data as a service, to expand audiences for growth, and to use data to optimise and improve media, creative and consumer experiences. The company will offer four key product categories – audience insights and planning; private identity solutions; AI-based media optimization; and predictive analytics – and services including strategy consultancy, custom technology development and data management operations.
Choreograph will operate as part of GroupM, with Kirk McDonald, the GroupM North America CEO, extending his remit to lead the new company. McDonald is joined by a seasoned data and technology leadership team from across WPP along with more than 700 technologists, product developers and data scientists. Choreograph works in partnership with the thousands of agency-embedded data and platform technology experts across the WPP network.
The new company has the scale advantages of WPP, the world’s leading creative transformation company, and GroupM, the largest media investment company with an annual investment of over 60B USD. Choreograph launches in all major markets globally, with support hubs in Karlsruhe (Germany), Lille (France), London (U.K.), New Delhi (India), New York and San Francisco (U.S.), Shanghai (China) and Sydney (Australia).
Detailing about the launch, Mark Read, CEO of WPP, said, “We are at an inflection point in the industry, where brands have an imperative to leverage their own first-party data to make advertising more relevant, effective and personal while fully respecting consumer privacy. We must also use data to gain insights, shape our creative work and measure results – and this requires a holistic approach that this integrated offering brings by enabling data to flow across client, agency, and media owners. Uniting the powerful and established data units of GroupM and Wunderman Thompson into a single global data company is another important step in our simplification strategy.”
Matt Harker, VP Global Marketing Strategy & Transformation, Walgreens Boots Alliance, said, “Choreograph delivers a unified identity-based approach, providing unique insights to fuel brand growth and power personalized experiences for our customers while fully respecting their privacy and preferences.”
Talking about Choreograph, Christian Juhl, GroupM Global CEO, said, “Data management today should reflect the data and technology savvy of the consumer. Choreograph is built on common-sense principles that allow marketers to manage and use their data. Our framework of manage and earn, expand and enrich, and activate and optimize is flexible, modular and designed for the future of data-based businesses, enabling marketers to create better experiences, stronger brands and trusted customer relationships.”
