WPP Announces the Launch of New Global Data Company, Choreograph

    The new entity will operate as part of GroupM, with Kirk McDonald as CEO.

    By Katerin Pantaleon - Apr 28, 2021
    WPP Announces the Launch of New Global Data Company, Choreograph

    Mark Read, WPP CEO

    WPP has announced the launch of Choreograph, a new global data company, aimed at helping clients realize 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 data landscape.

    The new entity will bring together specialist data units of GroupM and Wunderman Thompson into a single company accessible to all WPP clients and companies.

    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.

    “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,” said Mark Read, CEO of WPP.

    “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.”

    Choreograph builds on WPP’s existing data and consultancy capabilities within its creative, media, PR, and specialist agencies.

    Walgreens Boots Alliance will be a foundation client.

    “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,” said Matt Harker, VP Global Marketing Strategy & Transformation, Walgreens Boots Alliance.

    The group will operate as part of GroupM, with Kirk McDonald, the GroupM North America CEO, extending his remit to lead the new company.

    “Data management today should reflect the data and technology savvy of the consumer,” said  Christian Juhl, GroupM Global CEO.

    “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.”


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