WPP Open – our agentic marketing platform

WPP Open is our pioneering agentic marketing platform, enabling end-to-end marketing planning and execution in a single, secure and collaborative workspace. Exceptional talent and curated agents work together, empowered by groundbreaking partnerships, to deliver growth.

WPP Open has demonstrated its value through measurable outcomes:

• 14 extra hours back each week for a team of 4, translating to 90 days saved of additional team capacity per year. This is based on a sample of 20 client pilots run by the WPP Open team.
• From 4 weeks to 3 hours: A global technology brand reduced strategy and creative development time significantly by using WPP Open.
• 33x increase in content volume: Our team servicing Hawkstone achieved this scale in content production on the Harvest IPA campaign.

Many of the world’s leading brands are already realising value through WPP Open. These brands span industries such as FMCG, automotive, tech and retail, showcasing WPP Open's versatility and scalability.

WPP Open has two key editions: Enterprise and Pro. Enterprise is ideal for complex, managed services, delivered by WPP talent, while Pro empowers you as a user to independently plan, create and publish your own campaigns.Which one is right for you?

• Choose Enterprise if you need WPP experts to use tools, data and AI to scale and accelerate the management of complex, global marketing operations and strategic partnership.
• Choose Open Pro if you’re looking for a professional-grade platform that enables you to plan, create and publish campaigns independently, with strong brand governance and generative AI capabilities.

WPP Open is not just a tool – it's where our capabilities come together into one connected, AI-powered system for growth, combining WPP's decades of marketing expertise with cutting-edge AI to deliver transformation and growth.It stands out from other AI marketing solutions in the following ways:

1. Truly end-to-end

• Unlike competitors focused on point solutions, WPP Open connects strategy, creative, media and intelligence into one unified system.
• It powers new ways of working, enabling integrated, multidisciplinary teams to collaborate seamlessly.

2. Delivery models for every way you want to work

• WPP Open offers a spectrum of delivery models: from fully-managed strategic partnership for clients to technology tools which brands can use themselves. Brands can scale their usage based on needs, ensuring flexibility and cost-efficiency.

3. Open by design

• Unlike platforms that lock clients into proprietary ecosystems, WPP Open is open and interoperable, integrating with client and partner systems without restrictions. Clients trust that they are accessing the best innovation the world has to offer — not a closed ecosystem limited to proprietary tools.

4. Privacy-first intelligence

• Powered by Open Intelligence, our foundational intelligence layer, WPP Open securely connects live data from clients, partners and WPP, unlocking unique insights without raw data ever being shared .

5. Enterprise-grade governance

• Built for global brands, WPP Open ensures strong governance and compliance, with features like locked creative elements and brand-safe AI tools.
• It connects to client systems like Digital Asset Management (DAM) for seamless integration.

6. Focused on growth

• WPP Open prioritises delivering growth over features, with measurable results like faster creative development, increased content volume and reduced costs.

WPP Open is "Open by design", meaning it can integrate with client and partner ecosystems without locking you into proprietary systems.This interoperability allows you to maximise the value of your existing investments while benefiting from WPP Open’s advanced AI capabilities, all within a unified workflow.

Our approach is privacy-first: clients retain control of their data and can see exactly where, how and why their marketing investment is working.WPP Open ensures data privacy and security through advanced technologies like clean rooms, InfoSum's data collaboration technology, and encryption, unlocking unique insights without raw data ever being shared. It complies with global regulations such as GDPR and CCPA, with oversight from dedicated security leaders and robust governance to protect client data and maintain trust.

WPP Open’s flexibility and integration across the marketing value chain allow businesses to tackle challenges at every stage, from strategy to execution, while delivering smarter, faster and more scalable outcomes. Some key use cases include:

1. Strategy x creative x media

WPP Open integrates strategy, creative and media into a single workflow, enabling seamless collaboration between teams to align messaging, creative assets and media plans for more effective campaigns.

2. Scaled production

With AI-powered workflows, WPP Open enables brands to produce high volumes of content efficiently, reducing costs and time while maintaining quality and consistency.

3. Dynamic creative optimisation (DCO)

WPP Open combines creative, production and media capabilities to deliver personalised, data-driven ads at scale. It automates the creation of tailored content variations, ensuring relevance for different audiences and platforms.

5. Full end-to-end marketing operations

WPP Open offers a complete marketing solution, integrating strategy, creative, production, media and analytics into one unified platform. This ensures seamless collaboration, optimised workflows and measurable outcomes across the entire marketing lifecycle.

Implementation timelines depend on the edition and your specific needs:

• Open Pro editions can be set up in days
• Enterprise solutions may take a few weeks to customise and integrate

At WPP Open, we're committed to creating a solution designed for every way you want to work. Get in touch for a personalised demo and conversation about pricing.