WPP to Tap Universal's Insight Team and Artist Network

Marcoms group WPP is teaming up with Universal Music Group (UMG) to offer clients 'cutting-edge audience engagement strategies leveraging the power of music'. The deal pools UMG's extensive family of artists and labels, and its global insights team, with WPP's creative expertise and client network.

The UMG for Brands division (UMGB) helps make brands 'culturally relevant' and has teams in 74 countries. Its work includes helping brands to shift perception, reach a new generation, boost sales and build loyalty.

The New partnership offers WPP clients' new opportunities to connect with globally famous artists and their music, and 'unique' access to UMG's music catalogue for data-driven engagement with fans and audiences. In addition, the firms say they will work together 'to responsibly explore new ways that AI can better help brands and artists connect and create authentic cultural moments'.

The announcement builds on previous successful collaboration between WPP and Universal Music Group for Brands (UMGB), including the 'Coke Studio' and 'Sprite Limelight' music platforms. WPP says the initiative is part of its larger strategy 'to invest in data and technology-driven solutions and partnerships with the world's leading companies to drive value for its clients'. CTO Stephan Pretorius (pictured) comments: 'Music is becoming an even more powerful cultural force, and technology is rewriting how we experience it. This partnership with UMG will allow us to leverage emerging technologies and data insights to create truly innovative music-driven campaigns for our clients, shaping the future of brand engagement'.

Michael Nash, UMG's Chief Digital Officer & and VP, says 'combining innovative new technologies with UMG's industry-leading data insights' will allow his firm to create significant new commercial opportunities for its artists and songwriters.

Web site: www.wpp.com www.universalmusic.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.