WPP creates Choreograph, joining specialist data units of Wunderman Thompson and GroupM

WPP has united the specialist data units of Group M and Wunderman Thompson to launch global data consultancy Choreograph.

The business aims to help clients extract value from their first-party data with an emphasis on respect for consumers’ privacy and responsible use of their data.

Choreograph will offer four key product categories: audience insights and planning, private identity solutions, AI-based media optimisation, and predictive analytics. The business will orchestrate and integrate data sets, including managing first-party data as a service, to expand audiences for growth, and to use data to optimise and improve media, creative and consumer experiences.

Choreograph will operate as part of Group M. Globally, Kirk McDonald, the GroupM North America CEO, will be extending his remit to lead the new company.

The foundation client of the business in the US is Walgreens Boots Alliance, and Choreograph’s services will be made available to clients in Australia and New Zealand as well.

“We are thrilled for the launch of Choreograph, our purpose-built and privacy-first data and technology company. While the digital landscape continues to evolve, WPP and GroupM clients in Australia and New Zealand are relying on us as trusted and consultative partners who can assist them in extracting the most value out of their data assets,” explained Ryan Menezes, GroupM Australia’s chief technology and transformation officer.

“Choreograph helps our clients’ first party data take centre stage, enabling future identity solutions that drive business growth and authentic creative and consumer experiences that improve media and marketing effectiveness. Our open, agnostic and flexible approach ensures that we can deliver on our core belief that clients – with consumer permission – should own and maintain absolute control over their first-party data.”

The business builds on WPP’s data and consultancy capabilities within its creative, media, PR and specialist agencies, and will work with the data specialists in each agency through the common data and technology platform, WPP Open.

Mark Read, CEO of WPP, said in a statement: “We are at an inflection point in the industry, where brands have an imperative to leverage their own first-party data to make advertising more relevant, effective and personal while fully respecting consumer privacy.

“We must also use data to gain insights, shape our creative work and measure results – and this requires a holistic approach that this integrated offering brings by enabling data to flow across client, agency, and media owners. Uniting the powerful and established data units of GroupM and Wunderman Thompson into a single global data company is another important step in our simplification strategy.”

GroupM global CEO, Christian Juhl, said: “Data management today should reflect the data and technology savvy of the consumer. Choreograph is built on common-sense principles that allow marketers to manage and use their data. Our framework of manage and earn, expand and enrich, and activate and optimise is flexible, modular and designed for the future of data-based businesses, enabling marketers to create better experiences, stronger brands and trusted customer relationships.”

Last week, the minority shareholders of WPP AUNZ voted in favour of a bid from WPP to acquire the remaining 38.5% of shares in the business it did not already own. WPP AUNZ was removed from the ASX yesterday as the takeover continues to proceed.

In March, GroupM’s local CEO Mark Lollback left the business after five years in the top job. The search for his replacement is still underway.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.