WPP, the British advertising giant, has introduced WPP Open Pro, an advanced version of its AI-powered marketing platform, WPP Open. This new platform is designed to enable brands of all sizes to independently plan, create, and publish their advertising campaigns. It offers AI-driven tools for campaign strategy, content creation, and publishing, allowing businesses to execute marketing efforts without relying on traditional full-service agencies.
WPP Open Pro aims to democratize access to advanced marketing capabilities, expanding WPP's reach in the global advertising market and catering to both established enterprises and emerging brands seeking efficient, scalable solutions.
This new platform that builds on the company’s existing WPP Open platform, marks a major step in WPP’s push to democratize access to its technology and extend its reach beyond traditional agency services.
The company said WPP Open Pro would allow marketers, from large global clients to smaller businesses, to independently tap into WPP’s proprietary tools and data to strategize, design and deploy campaigns across major advertising platforms.
As per Coherent Market Insights, the Marketing Technology Market will grow at a 17.3% compound annual growth rate (CAGR) from 2025 to 2032, from USD 579.11 Bn in 2025 to around USD 1,769.49 Bn by 2032. The global marketing technology market is expected to witness significant growth during the forecast period. Companies are looking for smarter and more effective marketing tools that can help them learn more about their customers and make their experiences better.
“The rapid acceleration of technology is fundamentally reshaping our industry and WPP is embracing the opportunity to lead that change,” said Cindy Rose, the company’s chief executive. “Now, we’re adding WPP Open Pro to our offer, a powerful new edition that puts our AI advantage directly into the hands of a much wider array of brands and businesses. This is about transforming how marketing is delivered, expanding our total addressable market, and giving more brands the tools they need to lead in the AI era.”
Stephan Pretorius, WPP’s chief technology officer, said the new platform offers a level of integration that differentiates it from other AI tools in the market. “While some companies hide their AI behind service teams or focus on just one part of the journey, WPP Open Pro is an integrated solution for campaign implementation, built to deliver outcomes, not just assets,” he said.
WPP is a global marketing and communications groups, has been among the most vocal in the industry about the potential for generative AI to reshape advertising — particularly in creative production and media efficiency. With Open Pro, the company appears to be formalizing a “platform” model that could both complement and compete with its own agency networks.
Source:
News: WPP
