The agreement spans multiple subsidiaries of WPP, including GroupM, Kantar and digital agencies, and the partnership will see the launch of new data products and services and the integration of Twitter data into key WPP media and analytics platform.

Led by WPP’s Data Alliance, WPP companies from a variety of disciplines will increasingly leverage Twitter data across a number of initiatives to deliver more effective campaigns, enhanced targeting and more real-time insight to clients.

Sir Martin Sorrell, CEO of WPP, said: “Twitter’s relevance continues to grow – not only as a social platform, but also as a window into consumer attitudes and behaviour in real time. We look forward to leveraging the platform in a variety of ways for our clients around the world.”