WPP has announced an expansion of its long-standing partnership with Meta, becoming the first advertising partner to pilot the tech company’s new creative strategy and optimisation solution, which is currently being tested.
The new capability will be integrated directly into WPP Open, the holding company’s agentic marketing platform, enabling teams to analyse campaign performance, identify high-performing creative assets and generate new concepts using AI-powered insights.
The partnership comes as advertisers grapple with increasing content demands across Meta’s ecosystem. According to the company, global ad impressions across Meta platforms rose 19% in the first quarter of 2026, while more than 3.5 billion people use at least one of its apps every day.
Through the planned integration, WPP teams will be able to convert campaign performance data into actionable creative recommendations, helping marketers move beyond intuition-driven decision-making. The solution is designed to help agency teams diagnose creative performance, generate new ideas and scale winning campaigns without introducing additional workflows.
Among its key features is a dedicated workspace for creative strategy and optimisation that allows creative and media teams to collaborate using real-time campaign insights. The platform also includes a “brand memory” capability that learns from a brand’s existing advertising assets and uses those insights to support creative generation while maintaining brand consistency.
WPP said the integration will provide clients with greater access to AI-driven creative intelligence at scale, further strengthening the capabilities of WPP Open.
Consumer goods giant Unilever will be the first client to use the integration, receiving early beta access and an opportunity to help shape the product’s development. The company will leverage the tool as part of its creator-led brand-building and marketing efforts.
Meta is currently testing the solution with WPP and Unilever, with a broader rollout planned in the coming months.
Selina Sykes, Global VP, Digital, Social and AI Transformation, Beauty & Wellbeing, Unilever, said: “We believe the future of advertising lies at the intersection of creativity and technology. Being an early partner with WPP for Meta’s latest tool gives us the opportunity to shape a solution that helps our brands move faster, create smarter and connect with consumers more effectively across the platforms where they spend their time.”
Elav Horwitz, Chief Innovation Officer, WPP, said, “The future of creative effectiveness is here, and it starts with better insights, not just what worked, but why. From there, the best ideas emerge. And with the right tools, those ideas move faster from brief to impact than ever before. With this newest Meta solution, we are arming our teams with a deeper understanding of what is performing well for our clients and why, so they can make smarter, more effective creative decisions, faster. This is how we close the gap between creativity and media, turning insights into ideas and ideas into measurable impact.”
Nick Baughan, Director of Global Agencies, Meta, said: “Creative teams shouldn’t have to wait for a readout to know what’s landing. We’re putting Meta’s creative intelligence directly into the tools WPP account teams already use, cutting the distance between insight and action so they can move faster for their clients.”
