WPP Launches 'Choreograph' Global Data Business

WPP has launched a global data company called Choreograph, which brings the specialist data units of GroupM and Wunderman Thompson into a single business, accessible to all WPP clients and companies.

According to WPP, Choreograph will work on the premise that marketers own their first-party data with consumer permission; and will offer respect for privacy at the heart of its approach. The business will help clients realize the value of this data, consult on and implement their data and technology strategies, and advise on privacy-first approaches, while creating tools to support their use of data in advertising.

The company will offer four product categories - audience insights and planning; private identity solutions; AI-based media optimization; and predictive analytics. Services will include strategy consultancy, custom technology development and data management operations. Choreograph will operate as part of GroupM, with Kirk McDonald (pictured), GroupM North America CEO, extending his remit to lead the new company. He is joined by a data and technology leadership team from across WPP, along with more than 700 technologists, product developers and data scientists.

Christian Juhl, GroupM Global CEO, comments: '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'.

Web site: www.wpp.com .