Four distinct strategies – Four
4 Our fourth goal is to build new relationships to bring innovation and ideas to our clients, agencies and people.
A major focus has been on data and analytics. During 2008, we made investments in Proclivity, a company providing technology for online retailers to understand and predict customer behaviour, and Yield Software, which offers a self-service platform for optimising online marketing.
In May, we entered into a partnership with Yahoo! to develop new media trading platforms connecting to Yahoo’s Right Media Exchange that promise to allow us to buy online media more effectively.
Finally, in November 2008, we launched the Google WPP Marketing Research Awards Program to support research into how online media influences consumer behaviour, attitudes and decision-making. A prestigious committee of Professor John Quelch, Senior Associate Dean of Harvard Business School and a non-executive director of WPP, Dr. Hal Varian, Google’s chief economist, and Professor Glen Urban, former Dean of the Sloan School of Management at the Massachusetts Institute of Technology has selected the first recipients of the Awards from more than 100 entries from the US, Europe and Asia.