WPP has launched WPP Open Pro, a new edition of its AI marketing platform, WPP Open, that gives brands of all sizes the power to plan, create and publish campaigns independently.

A significant shift in the industry, the new platform gives ad-making AI powers to clients that may not have had the resources previously to create and produce their own content. It helps brands to plan campaigns, create large volumes of on-brand content and quickly deploy assets at scale themselves.

“The rapid acceleration of technology is fundamentally reshaping our industry and WPP is embracing the opportunity to lead that change,” stated Cindy Rose, CEO of WPP. “Our talented teams will always be at the heart of what we do, providing world-class strategic and creative partnership to the world’s most complex brands with WPP Open at the core. Now, we’re adding WPP Open Pro to our offer, a powerful new edition that puts our AI advantage directly into the hands of a much wider array of brands and businesses. This is about transforming how marketing is delivered, expanding our total addressable market, and giving more brands the tools they need to lead in the AI era.”

WPP Open Pro’s features enable brand to:

• Plan with AI-powered strategy: users can access WPP’s data and insights to develop campaign strategies, understand audiences better and evaluate competitive landscapes quickly. This is powered by AI agents that draw on WPP’s deep proprietary, partner and industry data.
• Create content at scale: marketers can generate on-brand, channel-specific ads and content in seconds, while maintaining brand integrity and driving performance.
• Publish campaigns: WPP Media clients can integrate with, and hand off to, WPP’s Open Media Studio for enhanced media execution. Alternatively, the platform allows brands to publish content directly to major ad platforms.

The new platform aims to be the ideal solution for distinct business units or regional teams within a global brand, giving them the freedom to adapt campaigns and personalise content while maintaining global brand compliance, and to cater to an unserved segment of the worldwide advertising market.

It hopes to be the go-to for the performance-based marketer in a fast-moving sector, such as ecommerce or finance, who needs to rapidly create, test and optimise high volumes of ads to drive measurable outcomes as well as smaller businesses, startups and growing brands with direct access to professional-grade tools and WPP’s intelligence.

“While some companies hide their AI behind service teams or focus on just one part of the journey, WPP Open Pro is an integrated solution for campaign implementation, built to deliver outcomes, not just assets,” stated Stephan Pretorius, chief technology officer at WPP. “This makes it ideal for clients and brands seeking consistency and compliance at scale, performance marketing teams focused on optimising outcomes, and, crucially, provides smaller, agile marketing teams and emerging brands with direct access to WPP’s professional capabilities and intelligence. It is simple, intuitive and transformative, giving marketers control, speed and scale with enterprise-grade quality.”