WPP Open Pro Brings AI-Driven Marketing Tools Directly To Brands

WPP has unveiled WPP Open Pro, a new edition of its AI marketing platform designed to empower brands of all sizes to plan, create and publish campaigns independently. The launch marks a significant step in expanding WPP’s AI-driven capabilities and democratising access to its marketing technology across the global advertising market.

WPP Open Pro builds on the success of WPP Open, the company’s core AI platform for marketing, and introduces a new delivery model that enables brands to connect directly to WPP’s data, tools and services. It also presents an opportunity for WPP to grow its reach among businesses that may not have previously had access to its expertise.

“The rapid acceleration of technology is fundamentally reshaping our industry and WPP is embracing the opportunity to lead that change,” said 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.”

Built on WPP Open, which remains at the centre of WPP’s managed service offering that combines global talent with integrated technology, WPP Open Pro packages three connected functional areas into a simple interface. The platform allows marketing teams, from established enterprises and WPP clients to emerging businesses, to:

• Plan with AI-powered strategy: Access WPP’s data and insights to develop campaign strategies, understand audiences and evaluate competitive landscapes, powered by AI agents drawing from proprietary, partner and industry data.

• Create content at scale: Generate on-brand, channel-specific ads and content in seconds, automating production while maintaining brand integrity.

• Publish campaigns: Integrate seamlessly with WPP’s Open Media Studio for enhanced media execution, or publish content directly to major ad platforms.

WPP Open Pro differentiates itself by offering a comprehensive, integrated solution that connects strategy, content creation and performance optimisation with enterprise-grade consistency. It enables global brands to adapt campaigns regionally while maintaining compliance, and gives smaller businesses access to WPP’s professional-grade tools and 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,” said 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.”

By combining automation with strategic and creative expertise, WPP Open Pro positions WPP at the forefront of AI-driven marketing transformation — giving more brands the power to take control of their campaigns in the evolving digital landscape.