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WPP and Universal Music Group to Create Dynamic Music and Entertainment Solutions for Global Brands

12/12/2024
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New strategic partnership will enable WPP clients to connect with audiences around the world through music-focused campaigns built around data-driven insights

WPP, the creative transformation company, and Universal Music Group (UMG), the world leader in music-based entertainment, today announced a strategic partnership that will provide clients鈥 brands with cutting-edge audience engagement strategies leveraging the power of music. The new partnership brings together UMG鈥檚 unparalleled family of artists and labels, and its global data and insights team, with WPP鈥檚 creative scale and extensive client network, giving brands new opportunities to connect with audiences through music.

The collaborative partnership offers WPP clients鈥 new opportunities to connect with some of the world鈥檚 most popular artists and their music, and unique access to UMG鈥檚 iconic music catalogue to unlock additional areas of amplification through data-driven and technological innovation. In addition, WPP and UMG will work together to responsibly explore new ways that AI can better help brands and artists connect and create authentic cultural moments.

The announcement builds upon the history of successful collaboration between WPP and Universal Music Group for Brands (UMGB), as exemplified by their ongoing partnership with The Coca-Cola Company. Working together, WPP and UMG have collaborated on global initiatives such as the award-winning 鈥淐oke Studio鈥 and 鈥淪prite Limelight鈥 music platforms. Through these programmes, a diverse array of established and emerging artists have amplified brand messaging, galvanising fan communities worldwide while expanding their audiences.

Stephan Pretorius, chief technology officer, WPP, said, "Music is becoming an even more powerful cultural force, and technology is rewriting how we experience it. This partnership with UMG will allow us to leverage emerging technologies and data insights to create truly innovative music-driven campaigns for our clients, shaping the future of brand engagement."

Michael Nash, chief digital officer and EVP, Universal Music Group, said, 鈥淭his collaboration provides benefits to stakeholders of each company. On one hand, combining innovative new technologies with UMG鈥檚 industry-leading data insights, we can create significant new commercial opportunities for our artists and songwriters. In addition, working together with WPP, we will harness and amplify the unmatched power and reach of music for WPP鈥檚 clients and brands through new strategic initiatives and programmes.鈥

This initiative is part of WPP鈥檚 larger strategy to invest in data and technology-driven solutions and partnerships with the world鈥檚 leading companies to drive value for its clients.

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