New Delhi: WPP has expanded its partnership with Meta to become the first advertising partner to pilot Meta\u2019s new creative solution, which will be integrated directly into WPP Open.<\/p>\n
The tool is currently in testing and has been built to help brands and agency teams navigate creative strategy and optimisation. It will allow WPP teams to analyse campaign performance, identify what is working, generate new creative concepts and test them within existing workflows.<\/p>\n
WPP said the planned integration is aimed at helping agency teams turn campaign performance data into a creative playbook using AI. The company said the tool will allow teams to diagnose, generate and scale creative without adding new workflows.<\/p>\n
The move comes as advertisers look for faster ways to improve creative performance across Meta\u2019s platforms. According to WPP, global ad impressions across Meta increased 19 per cent in the first quarter of 2026. Meta\u2019s apps are used by more than 3.5 billion people every day.<\/p>\n
The tool will include a dedicated space for creative strategy and optimisation, where creative and media teams can work from campaign insights and use them for future creative decisions.<\/p>\n
It will also include \u201cbrand memory\u201d, which will learn a brand\u2019s identity and tone from existing ads and use those signals for creative generation. Marketers will be able to refine this brand memory to scale creative output while keeping it consistent with the brand.<\/p>\n
Unilever will be the first client for the integration. The company will get early beta access and will be able to help shape the product during its initial testing stage.<\/p>\n
Selina Sykes, Global VP, Digital, Social and AI Transformation, Beauty & Wellbeing, Unilever, said, \u201cWe believe the future of advertising lies at the intersection of creativity and technology. Being an early partner with WPP for Meta\u2019s latest tool gives us the opportunity to shape a solution that helps our brands move faster, create smarter and connect with consumers more effectively across the platforms where they spend their time.\u201d<\/p>\n
Elav Horwitz, Chief Innovation Officer, WPP, said the future of creative effectiveness starts with better insight into what worked and why.<\/p>\n
\u201cWith this newest Meta solution, we are arming our teams with a deeper understanding of what is performing well for our clients and why, so they can make smarter, more effective creative decisions, faster,\u201d Horwitz said.<\/p>\n
\u201cThis is how we close the gap between creativity and media, turning insights into ideas and ideas into measurable impact,\u201d Horwitz added.<\/p>\n
Nick Baughan, Director of Global Agencies, Meta, said creative teams should not have to wait for a readout to understand what is working.<\/p>\n
\u201cWe’re putting Meta’s creative intelligence directly into the tools WPP account teams already use, cutting the distance between insight and action so they can move faster for their clients,\u201d Baughan said.<\/p>\n
Meta is testing the experience with WPP and Unilever. The companies plan to roll it out in the coming months.<\/p>\n","protected":false},"excerpt":{"rendered":"New Delhi: WPP has expanded its partnership with Meta to become the first advertising partner to pilot Meta\u2019s…\n","protected":false},"author":2,"featured_media":69158,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[20694],"tags":[1418,32020,32021,5396,12213,27493],"class_list":["post-69157","post","type-post","status-publish","format-standard","has-post-thumbnail","category-unilever","tag-ai","tag-creative","tag-creative-strategy","tag-meta","tag-unilever","tag-wpp"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@UnitedKingdom\/116802960945458160","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/posts\/69157","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/comments?post=69157"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/posts\/69157\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/media\/69158"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/media?parent=69157"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/categories?post=69157"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/tags?post=69157"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}