Communications giant WPP has signed a five-year partnership with Google aimed at advancing cloud and AI technologies for marketers.
The goal is to enable brands to create hyper-relevant marketing campaigns in just a few days instead of months, using an integrated approach that brings together creativity, production, media, user experience, and commerce.
The agreement includes a $400 million investment commitment from WPP in Google technologies, allowing the company to embed AI into its services alongside the continued development of its own platform, WPP Open.
Cindy Rose, CEO of WPP said: “I’m incredibly excited about how our new and evolved partnership with Google will redefine what’s possible for our clients. By delivering bespoke AI solutions and enabling hyper-relevant campaigns with unprecedented scale and speed, we’re accelerating innovation across every facet of marketing to drive unparalleled growth and impact.”
As part of the deal, there will be a number of key initiatives including developing bespoke AI solutions using Gemini for clients; integrating Google Marketplace into WPP Open to offer secure, privacy-first data collaboration; and integrating Google’s advanced AI into its internal workflows.
WPP will also receive early access to Google’s latest AI models for image and video production, including Veo and Imagen, which will also be integrated into WPP Open.
Lorraine Twohill, SVP, Global Marketing, Google said: “As an important partner to Google marketing, WPP has been working closely with us on a number of AI tools and innovations built with Gemini – all focused on driving brand love and real business growth through truly helpful experiences that resonate with our billions of users around the world. I’m excited to continue exploring what marketing and storytelling looks like in this new era, together.”
The agreement was signed in Mountain View, California, during a meeting between Cindy Rose, Google Cloud CEO Thomas Kurian, and other senior executives from both companies.
The news came just a few days after the UK Competition and Markets Authority granted Google the status of a company with “strategic market status”, a move that could lead to tighter regulations and have a significant impact on marketers.
AI is rapidly transforming various areas of business – particularly marketing and affiliate programs. The effects of these changes are already being felt in related industries, including betting and online gaming, raising questions about whether these innovations will ultimately do more good or harm.
“We’re seeing the biggest change in user behaviour since the internet was invented,” said Dmitry Belianin, Founder and CEO Belianin.com, an iGaming marketing consultancy, at the SBC Summit in Lisbon last month.
“You have, obviously, a lot of AI tools, and Google and the internet is evolving a lot. Is it in turmoil? I don’t think so. Is it a change which will lead to dramatic, possible next growth? I feel so.”
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