Creating an intelligence advantage for brand growth
Building audiences from live, decentralised signals creates a competitive edge no one else can buy
Building audiences from live, decentralised signals creates a competitive edge no one else can buy
When we set out to create WPP Open, our pioneering agentic marketing platform we were clear on one thing: growth would no longer come from owning the most data but from connecting the right intelligence.
Over the past year that vision became reality.
In April 2025 WPP acquired InfoSum, bringing best-in-class data collaboration technology into WPP. Two months later we launched Open Intelligence, our shared intelligence layer powered by InfoSum. It marked a defining turning point for our industry: from identity-based marketing to intelligence-led growth.
Defining intelligence: from centralisation to connectivity
Driving growth today is more complex than ever. Data is abundant but fragmented. Consumer journeys are non-linear. Privacy expectations are rising. And AI is reshaping every aspect of marketing.
In this environment the legacy identity solutions are no longer enough. Built on centralisation and data movement they create risk, limit flexibility and ultimately reduce intelligence to a static view of the past. A static identity graph might tell you, "Lauren bought X in January." Useful, yes, but nothing your competitors wouldn't know too. It won't tell you what motivated the purchase, what alternatives were considered or what context shaped the decision.
At WPP we’ve taken a different path. True intelligence comes from connecting high-quality, diverse and unique datasets. Signals across the ecosystem from walled gardens, commerce, regulated industries, audio, contextual environments and more that together reveal how consumers discover, engage, decide and act. This is the foundation of Open Intelligence.
Open Intelligence
Built on InfoSum’s decentralised data collaboration infrastructure, Open Intelligence connects live signals from clients, partners and WPP. Data stays with its owner and is matched securely in real time without ever being moved or exposed.
The real value is in what happens next. AI finds hidden patterns, allowing marketers to understand not just what happened but why. This enables brands to act in the moment that matters, when a consumer is deciding, not after the opportunity has passed. Open Intelligence gives brands a differentiated intelligence advantage built on their own data, their own partnerships and signals their competitors cannot access or replicate.
Decentralisation means performance
The biggest difference? With Open Intelligence your data never leaves your control. You decide how it’s used, who it’s matched with and for what purpose. That’s privacy-first collaboration with full transparency. And in a landscape where speed is the difference between outcomes and missed opportunities it’s fundamentally faster.
InfoSum’s technology has been shown to operate up to 15× faster than legacy approaches by skipping the slow process of moving, copying or centralising data. While others spend days ingesting datasets we match against any dimension directly at source – in real time.
Speed is not a feature. It is a growth driver.
For one global retailer* we combined proprietary purchase intent data with WPP’s geodemographic signals and partner datasets to surface a high propensity audience within a single day – a process that previously took them more than a week. By continuously refining targeting using live performance data we delivered double-digit improvements in conversion rates. (*Client name withheld for confidentiality.)
One year on and we’re just getting started
Today, Open Intelligence powers WPP Open, connecting media, creative, production and commerce through a single intelligence layer. When every discipline has access to the same intelligence, marketing becomes a connected system, not a series of handoffs. The result is not just progress, it’s momentum. Over the past year that momentum has translated into significant client wins including Estée Lauder, Mastercard, JLR, TruGreen, Reckitt, Salling Group, Henkel, UK Government and Tesco to name only a few.
Powering growth in the intelligence era is about delivering innovative technology that brings together the best of human creativity and the latest in agentic AI. With our acquisition of Satalia back in 2021 and more recently InfoSum last year, combined with our incredible talent we’re doing exactly that.
And spoiler alert, we’re just getting started.