Dick Costolo while reacting to the the partnership between Twitter and WPP, which was announced last week , said that Twitter has grown and the partnership will be mutually beneficial to both the companies.
“We’re excited to forge this global partnership with WPP.This partnership will benefit clients by pairing Twitter with WPP’s world-class analytics, targeting, and creative capabilities,” Dick Costolo said.
WPP and Twitter have announced a global strategic partnership that will greatly expand collaboration between the two organisations. Further announcements will be made regarding applications of the partnership in the coming weeks and months.
The partnership will see the launch of new data products and services, the integration of Twitter data into key WPP media and analytics platforms, training for staff in the application of these new capabilities and a partnership approach to key clients and markets.
It also reflects, and will help develop, GroupM client investments on Twitter’s platform – particularly in key markets where the service has experienced rapid user growth in recent years, including Western Europe, Japan, Turkey, Mexico and Brazil, in addition to the United States.
“Twitter’s relevance continues to grow – not only as a social platform, but also as a window into consumer attitudes and behaviour in real time. 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. We look forward to leveraging the platform in a variety of ways for our clients around the world,” Sir Martin Sorrell, CEO of WPP, said.
Covering data and analytics, or what we now call data investment management, media investment and social media, the agreement spans several WPP units – including GroupM, the world’s leading media investment management company, Kantar, WPP’s consumer insight business, and digital agencies such as Wunderman.
WPP is committed to working with Twitter to extend the Group’s lead in data-driven marketing. As part of the deal, which was led by WPP’s Data Alliance, WPP companies from a variety of disciplines will increasingly leverage Twitter data across a number of important initiatives to deliver more effective campaigns, enhanced targeting and more real-time insight to clients.
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