The world’s biggest advertising group announced a major collaboration with Google that will see it utilize Gemini AI to help produce its ads, including:
The landmark partnership with WPP means that Google’s robots could potentially end up creating ads for some of the biggest brands in the world, such as the Coca-Cola Company, L’Oréal and Nestlé.
Why we care. PPC experts have consistently emphasized the importance of leveraging AI to stay ahead in marketing. With the world’s biggest ad group actively incorporating Google’s Gemini into their strategy, it’s a pivotal moment and advertisers should pay attention as this integration holds the promise of transforming the industry landscape.
What is WPP? WPP is the parent company of renowned ad firms like Ogilvy, Wunderman Thompson, and VMLY&R. The UK-based ad company reported a global revenue of $18.9 billion in 2023, and employs approximately 114,000 members of staff worldwide, according to Statistica.
Why now? WPP is hoping the collaboration will “drive a step-change in marketing efficiency and effectiveness” by merging Google’s expertise in data analytics, generative AI (gen AI) technology, and cybersecurity with its marketing capabilities, global creative reach, and deep understanding of its clients’ brands.
How it will work. Google Cloud’s advanced gen AI tools will be integrated with WPP’s proprietary marketing and advertising data. This integration will enable WPP’s clients to create brand and product-specific content using gen AI. The merger is also set to provide WPP clients with deeper insights into their target audiences, accurately predict and explain content effectiveness, and optimize campaigns.
Details. The partnership with Google focuses on “four innovative use cases”:
What WPP is saying. Stephan Pretorius, Chief Technology Officer at WPP, said:
What Google is saying. Thomas Kurian, CEO of Google Cloud, said:
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