Twitter has formed a global partnership with WPP that will see the social giant’s data integrated in to the groups agencies including, Group M and Wunderman.
The deal will see WPP companies use Twitter data to enhance campaigns, targeting and real-time insights.
Further details on what the arrangement will create will be announced in coming weeks and months, with WPP hinting at new data products and services and a “partnership approach to key clients and markets”.
Twitter’s relevance is increasing as “a window into consumer attitudes and behaviour in real time,” WPP’s chief executive, Sir Martin Sorrell said.
“We are delighted to announce this very wide-ranging strategic partnership and to ensure that Twitter data is a key ingredient in many of our disciplines.”
The announcement comes the day after Twitter’s head of brand and agency advocacy criticised clients’ focus on ‘engagement’.
“I hate meeting with brands and asking what their goals are and they say ‘engagement’. Engagement doesn’t mean anything,” Melissa Barnes said.
Several untis within the WPP group – including Group M, consumer insight business Kantar and digital agencies – will now use Twitter data in the deal led by Data Alliance.
The marketing and communications group said it expects the deal to help develop Group M client investment on Twitter in key markets such as Western Europe, Japan, Turkey, Mexico, Brazil and America.
Dick Costolo, Twitter CEO, said: “We’re excited to forge this global partnership with WPP. As Twitter has grown, marketers are leveraging the platform for brand insights, relevant real-time messaging, and customer research. This partnership will benefit clients by pairing Twitter with WPP’s world-class analytics, targeting, and creative capabilities.”