- WPP unveiled WPP Open Pro, a new offering that enables brands to independently use its artificial intelligence-powered operating system, based on a press release.
- The ad-holding group claims to be the primary in its category to supply this sort 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 is positioned for performance-oriented marketers and smaller clients, equivalent to startups or regional teams inside a world brand, that won’t have the resources to enlist a totally integrated agency. The launch follows WPP pledging to speculate more in AI, a technology that’s increasingly critical for agency success.
Open Pro represents a new form of bet for WPP and for agency networks at large — one which speaks to how AI is reshaping points of marketing services. Rather than hiring a particular agency, clients can now leverage WPP’s AI-powered models for independent campaign planning and deployment. Open Pro is usually angled at smaller businesses that can’t afford to rent a full-service integrated agency and categories that prioritize speed and performance, equivalent to e-commerce.
The Open Pro concept points to a possible depreciation in mid-level marketing services, with more client demand either flowing to plug-and-play automated tools or bespoke models for deep-pocketed brands. It’s directly a dangerous bet — loads can still go unsuitable with AI — and a display of confidence from WPP that its tools are ready for prime time.
WPP CEO Cindy Rose in a press statement emphasized that the ad-holding group’s “talented teams will at all times be at the center of what we do, providing world-class strategic and artistic partnership to the world’s most complex brands” through WPP Open.
“Now, we’re adding WPP Open Pro to our offer, a robust new edition that puts our AI advantage directly into the hands of a much wider array of brands and businesses,” said Rose. “This is about transforming how marketing is delivered, expanding our total addressable market, and giving more brands the tools they need to steer within the AI era.”
Open Pro covers three stages of getting a campaign off the bottom. Users can tap into the answer for planning and strategy, counting on AI agents that share WPP’s proprietary, partner and industry data. Following that, Open Pro offers AI-generated content creation, quickly spinning up brand-appropriate and channel-specific ads. Finally, Open Pro aids with media execution, with users in a position to either publish their work directly on ad platforms or use WPP’s Open Media Studio for those purposes.
For WPP, Open Pro is designed to spice up revenue by forging a line into new client bases. The company, which is able to share a Q3 trading update on Oct. 30, is attempting to bounce back from a punishing period of revenue declines and account losses. Rose, whose background is in tech, joined as CEO in September and has reaffirmed a commitment to AI as a part of the turnaround. WPP last week pledged one other $400 million to Google’s AI tech as a part of a five-year partnership extension.
With Open Pro, WPP will not be only competing with other agencies which might be winning new business through AI, but in addition digital ad platforms which have raced to arise internal generative AI tools courting small- and mid-sized marketers. For example, Amazon in September rolled out an AI “creative partner” that assists with similar tasks as Open Pro: product and audience research, storyboarding and content creation. On the agency front, WPP can be facing down the creation of a new behemoth as rivals Omnicom and Interpublic Group are heading in the right direction to mix late next month.
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