WPP today launches WPP Open Pro, a new edition of its AI marketing platform, WPP Open, designed to enable brands of all sizes to plan, create, and publish campaigns independently. WPP Open Pro will expand WPP’s reach across the global advertising market and provide a route for existing clients to leverage WPP’s platform and tools.
Built on WPP Open, which will continue to be at the centre of WPP’s managed service offering that combines global teams with integrated technology, WPP Open Pro packages three connected functional areas into a simple interface that allows marketing teams, from established enterprises and WPP clients to emerging businesses, to plan with AI-powered strategy, create content at scale, and publish campaigns.
Users can access WPP’s foundational data and insights to develop campaign strategies, understand audiences, and evaluate competitive landscapes. Marketers can generate on-brand, channel-specific ads and content in seconds, automating production while maintaining brand integrity and performance. WPP Media clients can integrate with WPP’s Open Media Studio for media execution or publish content directly to major ad platforms.
WPP Open Pro offers a comprehensive, integrated solution for campaign implementation, connecting strategy, content creation, and performance optimisation with enterprise-grade consistency. The platform allows distinct business units or regional teams within a global brand to adapt campaigns and personalise content while ensuring global brand compliance. It is also designed to serve previously unserved segments of the worldwide advertising market.
The platform provides performance-based marketers in fast-moving sectors such as ecommerce or finance the ability to rapidly create, test, and optimise high volumes of ads to drive measurable outcomes. It also provides smaller businesses, startups, and growing brands with access to professional-grade tools and WPP’s intelligence, allowing them to generate quality content and publish campaigns.
“The rapid acceleration of technology is fundamentally reshaping our industry and WPP is embracing the opportunity to lead that change,” said Cindy Rose, CEO of WPP. “Our talented teams will always be at the heart of what we do, providing world-class strategic and creative partnership to the world’s most complex brands with WPP Open at the core. Now, we’re adding WPP Open Pro to our offer, a powerful new edition that puts our AI advantage directly into the hands of a much wider array of brands and businesses. This is about transforming how marketing is delivered, expanding our total addressable market, and giving more brands the tools they need to lead in the AI era.”
“While some companies hide their AI behind service teams or focus on just one part of the journey, WPP Open Pro is an integrated solution for campaign implementation, built to deliver outcomes, not just assets,” said Stephan Pretorius, Chief Technology Officer at WPP. “This makes it ideal for clients and brands seeking consistency and compliance at scale, performance marketing teams focused on optimising outcomes, and, crucially, provides smaller, agile marketing teams and emerging brands with direct access to WPP’s professional capabilities and intelligence. It is simple, intuitive and transformative, giving marketers control, speed and scale with enterprise-grade quality.
