WPP and Adobe form data marketing coalition
WPP has built upon its Adobe partnership to form a new agency coalition intent on providing marketing solutions to clients.
The WPP-Adobe Alliance will make the Adobe Marketing Cloud insights available to clients at six WPP agencies. Building upon the breadth of its digital agency network, WPP will implement the Adobe Marketing Cloud for clients served by the coalition.
Headed by WPP’s Kelly Ann Bauer, vice president of strategic partnerships, the initiative serves as part of the group’s wider technology partnership program.
Sir Martin Sorrell, WPP chief executive, said: “The joint Adobe-WPP proposition is a very powerful one: Adobe’s leading marketing technology solutions alongside WPP’s unique ability to leverage the collective capabilities of our agencies, and our proprietary data, for the benefit of our global client base.
“The WPP-Adobe Alliance extends our combined offering beyond the footprint of a single WPP company through the creation of bespoke teams, enabling clients to respond more strategically and more efficiently to their biggest marketing challenges.”
Adopting the specialised Adobe products will be Acceleration, Cognifide, KBM Group, Mirum, VML and Wunderman.