JWT and Cohn & Wolfe join WPP's Data Alliance as partners
14 January, 2014
New partnerships demonstrate value of data in WPP creative and communications services
— The Data Alliance, dedicated to enhancing WPP operating companies’ access to data and data-driven capabilities, is pleased to announce JWT and Cohn & Wolfe joined its governing structure in January.
Founded by GroupM, Kantar, WPP Digital and KBM Group in 2011, the addition of JWT and Cohn & Wolfe as partners signals an official broadening of The Data Alliance’s scope to infuse data into WPP’s creative and communications services.
"The decision by Cohn & Wolfe and JWT to join The Data Alliance more formally reflects the growing importance of data in driving creative and communications programming," said Mark Read, CEO, WPP Digital. "In 2014, we expect WPP agencies to continue to take advantage of the breadth our data assets and we are very pleased to see these agencies invest in this Group-wide collaboration effort to make WPP even stronger in this area."
The idea that data powers smarter marketing and delivers better value for clients is transforming WPP’s business. As marketing continues to become more data-driven, The Data Alliance’s mission to enhance WPP operating companies’ access data, foster collaboration and knowledge sharing, and connect data across the Group is more important than ever.
“As one of the first creative agency members, we will seek to bring a fresh perspective to the data conversation to the benefit of all the creative agencies in the WPP Group,” said Guy Murphy, Worldwide Planning Director, JWT. “This is a natural extension of JWT's commitment to effectiveness and rigorous understanding in a world of cheap opinions.”
"To date 'Big Data' has been largely untapped by the communications and public relations industry. We're enthusiastic about being an inaugural PR partner in The Data Alliance to enhance our ability to use data to help drive engagement between consumers and brands,” said Donna Imperato, CEO, Cohn & Wolfe. "Our role in the collaboration will not only allow us to further use data in our client's integrated marketing programs, but also bring a valuable and applied perspective that represents our discipline, one focused on earned media, storytelling and content."