WPP launches WPP Open Pro to broaden AI marketing access for brands of all sizes
WPP has announced WPP Open Pro, an upgraded edition of its AI marketing platform that lets teams plan, create, and publish campaigns with far less friction. CEO Cindy Rose said the goal is simple: put the company's AI advantage in the hands of more marketers and open up new ways to deliver results.
What WPP Open Pro is
Open Pro builds on WPP Open, which continues to power WPP's managed services. This new edition gives brands a more direct, streamlined way to use the same system and tools-whether you're an enterprise team or an emerging business.
What's new vs. WPP Open
- Self-serve access: A unified interface that puts planning, production, and activation in one place.
- Broader reach: Available to a wider range of brands, including smaller teams that previously couldn't tap WPP's platform.
- Outcomes focus: Built to connect strategy, content, and performance so marketers can move faster with confidence.
How it works: three connected capabilities
- Strategy and insights: Use WPP's proprietary, partner, and industry data to inform plans, analyze audiences, and size up competitors.
- On-brand content in seconds: Generate channel-ready creative that stays on brief, automates production, and maintains consistency.
- Activation and media: Push assets through WPP's Open Media Studio for advanced execution or publish directly to major ad platforms.
Who it's for
- Global brand teams that need local flexibility with tight governance.
- Performance marketers in fast-moving categories like e-commerce and finance who test and optimize daily.
- Smaller businesses and startups ready to scale content and campaigns without adding headcount.
Why it matters
Most tools solve one slice of the workflow. Open Pro connects the full loop-insight to creative to activation-so marketers can ship more work with fewer handoffs, while staying on-brand and compliant.
What WPP leaders are signaling
WPP's technology chief, Stephan Pretorius, positioned Open Pro as an integrated system built to deliver outcomes, not just assets. The aim: consistency and control at scale for large organizations, plus direct access and speed for smaller, agile teams.
Practical next steps for marketers
- Start narrow: Pick one objective (e.g., lead gen), one audience, and two channels for a 4-6 week pilot.
- Bring your guardrails: Upload brand rules, legal guidelines, and asset libraries before content generation.
- Wire up measurement: Connect analytics and conversion events so creative and media choices learn from real outcomes.
- Test fast: Launch small batches of variants, set clear stop/scale rules, and iterate weekly.
- Plan handoffs: Decide when you'll use Open Media Studio vs. direct publishing, and who approves what.
Questions to ask your team (or WPP)
- Which data sources are available on day one, and what permissions are required?
- How are brand constraints enforced across text, image, and video?
- What feedback loop ties performance back to creative prompts and media choices?
- How does it integrate with Google, Meta, Amazon, and other key platforms?
- What's the pricing model, and when does it make sense to shift to a managed setup?
For more background on the platform family, see WPP Open on the company's site: wpp.com/wpp-open.
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