The deal will see the two create new products and services designed to deliver more data-driven brand campaigns on the social network. Data from Twitter will also be integrated into WPP’s existing media and analytics platforms.
The venture aims to allow the advertising network’s clients, including Tesco, Adidas and News International to easily collect information on how content is shared on Twitter. Until now, WPP has worked with Twitter on a brand-by-brand basis.
Sir Martin Sorrell, chief executive of WPP, says the move signals Twitter’s “relevance” as a “window into consumer attitudes and behaviour in real time”.
He adds: “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.”
Sorrell has voiced concerns about Twitter as an advertising platform in the past, claiming that it is better suited to PR. The deal will look to exploit rising investment in the channel from brands. Twitter is expected to see global ad revenues rise 50 per cent year-on-year to $582.8m (£377.2m) in 2013, according to eMarketer, with more than half predicted to come from mobile advertising.
WPP’s deal comes just months after Starcom MediaVest Group announced a similar deal with the social network. It is the latest attempt by online companies such as Facebook and Google to reach out to advertisers. Last week, Google announced a global partnership with Mondelez, while Facebook has deals with both Diageo and Heineken.