WPP and Twitter sign data deal for targeted advertising

6th Jun 2013 11:46

Advertising conglomerate WPP has followed rival Publicis by agreeing its own partnership with social media giant Twitter. The FTSE 100 group said the deal would see it increasingly use Twitter data for its advertising campaigns and launch several new data products and services with the popular social media company. WPP's Chief Executive Officer (CEO), Sir Martin Sorrell, said: "Twitter's relevance continues to grow - not only as a social platform, but also as a window into consumer attitudes and behaviour in real time."WPP said it would leverage Twitter data to deliver real-time insight to clients and enhanced targeting of advertising. Sorrell said the "very wide-ranging" arrangement would ensure Twitter data formed a "key ingredient" in many of the group's disciplines. The aim of working with Twitter, said the company, was to "extend its lead in data-driven marketing" over competitors, with rival Publicis having recently signed a similar data deal with Twitter.Dick Costolo, CEO of Twitter, said: "As Twitter has grown, marketers are leveraging the platform for brand insights, relevant real-time messaging, and customer research. This partnership will benefit clients by pairing Twitter with WPP's world-class analytics, targeting, and creative capabilities."The partnership included plans for a launch of new data products and services, and the integration of Twitter data into WPP media and analytics platforms, training for staff in the application of these new capabilities and a partnership approach to key clients and markets. WPP said it would reveal further details of the agreement in the coming weeks and months.OH