New strategic partnership will enable WPP clients to connect with audiences around the world through music-focused campaigns built around data-driven insights
WPP, the creative transformation company, and Universal Music Group (UMG), the world leader in music-based entertainment, today announced a strategic partnership that will provide clients’ brands with cutting-edge audience engagement strategies leveraging the power of music. The new partnership brings together UMG’s unparalleled family of artists and labels, and its global data and insights team, with WPP’s creative scale and extensive client network, giving brands new opportunities to connect with audiences through music.
The collaborative partnership offers WPP clients' new opportunities to connect with some of the world’s most popular artists and their music, and unique access to UMG’s iconic music catalogue to unlock additional areas of amplification through data-driven and technological innovation. In addition, WPP and UMG will work together to responsibly explore new ways that AI can better help brands and artists connect and create authentic cultural moments.
The announcement builds upon the history of successful collaboration between WPP and Universal Music Group for Brands (UMGB), as exemplified by their ongoing partnership with The Coca-Cola Company. Working together, WPP and UMG have collaborated on global initiatives such as the award-winning “Coke Studio” and “Sprite Limelight” music platforms. Through these programmes, a diverse array of established and emerging artists have amplified brand messaging, galvanising fan communities worldwide while expanding their audiences.
Stephan Pretorius, Chief Technology Officer, WPP, said: "Music is becoming an even more powerful cultural force, and technology is rewriting how we experience it. This partnership with UMG will allow us to leverage emerging technologies and data insights to create truly innovative music-driven campaigns for our clients, shaping the future of brand engagement."
Michael Nash, Chief Digital Officer & EVP, Universal Music Group, said: “This collaboration provides benefits to stakeholders of each company. On one hand, combining innovative new technologies with UMG’s industry-leading data insights, we can create significant new commercial opportunities for our artists and songwriters. In addition, working together with WPP, we will harness and amplify the unmatched power and reach of music for WPP’s clients and brands through new strategic initiatives and programmes.”
This initiative is part of WPP’s larger strategy to invest in data and technology-driven solutions and partnerships with the world’s leading companies to drive value for its clients.
Further information Jonathan Sanchez, WPP +1 917 509 6016 Jonathan.Sanchez@wpp.com
James Murtagh-Hopkins, UMG James.Murtagh-Hopkins@umusic.com
About WPP WPP is the creative transformation company. We use the power of creativity to build better futures for our people, planet, clients and communities. For more information, visit www.wpp.com.
About Universal Music Group At Universal Music Group, we exist to shape culture through the power of artistry. UMG is the world leader in music-based entertainment, with a broad array of businesses engaged in recorded music, music publishing, merchandising, and audiovisual content. Featuring the most comprehensive catalog of recordings and songs across every musical genre, UMG identifies and develops artists and produces and distributes the most critically acclaimed and commercially successful music in the world. Committed to artistry, innovation and entrepreneurship, UMG fosters the development of services, platforms and business models in order to broaden artistic and commercial opportunities for our artists and create new experiences for fans. For more information on Universal Music Group visit www.universalmusic.com.
About Universal Music Group for Brands Leveraging the power of music and culture to accelerate business, UMG for Brands offers a unique global approach to making brands culturally relevant and brand marketing, with teams in 74 countries. Whether a brand is looking to shift perception, reach a new generation, boost sales or build loyalty; UMG for Brands helps define a brand’s authentic voice in culture. Recent CLIO and Cannes Lions wins are a testament of the true synergy that can be achieved between culturally relevant artists and brands.