Twitter has inked its second major deal with a global agency in as many months. WPP and Twitter have partnered to share data and analytics that will be used for marketing purposes across WPP subsidiaries GroupM, Kantar, Wunderman, and others. The deal comes just six weeks after Twitter signed the first deal of its kind with Publicis Groupe’s Starcom MediaVest Group.
Financial terms of the partnership were not disclosed, but Twitter’s deal with Publicis could reportedly involve up to $600 million in spending over the next fours. Those early forecasts would suggest that the deal with WPP could be even greater, considering it has now snagged a deal with the world’s largest ad agency group.
The new agreement between Twitter and WPP is even more remarkable for what’s been left unsaid. It is unclear what specific data or metadata WPP gains through this partnership, the depth of that data, and how exactly Twitter will help WPP connect the dots to reach the consumers that its brand clients covet most.
Moreover, Twitter has not outlined how the deals with WPP and Publicis will differ. Does one agency get an earlier look at data than the other? Is the access of one agency deeper or more exclusive?
The burgeoning field of social analytics and marketing is something WPP now calls “data investment management.” The agency plans to expand its “data-driven marketing” efforts through the partnership with Twitter as it extrapolates data on user behavior for media platforms, staff training, and new programs for its clients. The premium access to Twitter’s data will help the agency drive “more effective campaigns, enhanced targeting and more real-time insight to clients.”
“Twitter’s relevance continues to grow – not only as a social platform, but also as a window into consumer attitudes and behavior in real time,” says WPP CEO Sir Martin Sorrell in a prepared statement. “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.”
Twitter and WPP plan to introduce new applications stemming from their collaborative efforts this summer.
“As Twitter has grown, marketers are leveraging the platform for brand insights, relevant real-time messaging, and customer research,” notes Twitter CEO Dick Costolo. “This partnership will benefit clients by pairing Twitter with WPP’s world-class analytics, targeting, and creative capabilities.”
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