WPP AUNZ Launches Innovation Business 'big'

In Australia, marcoms and media buying group WPP AUNZ has launched a new product development business called 'big', promising to create new categories, new markets and new revenue for clients.

WPP AUNZ was formed in 2016, following WPP's acquisition of a controlling stake in STW Communications. In 2018, it launched a strategy consulting division; opened a panel management service called Research Profile; and launched an Analytics division. At the end of last year, WPP AUNZ agreed to sell its entire stake in insight and analytics arm Kantar in Australia and New Zealand, as part of the global sale of Kantar shares to Bain Capital.

The group says its new 'big' offering will use data to define an opportunity, and an understanding of people to create desire, then combine all that intelligence to build a real product or service. The team is led by founder and Chief Creative Officer Giles Day (pictured), with support from Clara Klaassen, Head of Industrial Design, and backed by WPP AUNZ Chief Strategy Officer Rose Herceg. Its business model will see it partner with businesses for a success fee or royalty based on ROI and agreed key performance indicators.

Commenting on the launch, Day said: 'We are not just looking to improve products in categories that already exist - big is about creating categories and ideas that don't exist yet. Put simply, we use our vast data pool to define where the money is, we use our strong understanding of people to create the product desire, then make really useful, really wanted products that create new revenue. It's like nothing our industry has ever tackled before'.

Web sites: www.wppaunz.com and www.bignpd.com .