The WPP-Adobe Alliance brings together, and makes available to clients, Adobe Marketing Cloud capabilities across six WPP agencies over 20 locations. The launching members include Acceleration, Cognifide, KBM Group, Mirum, VML and Wunderman.

The alliance is headed by vice president of Strategic Partnerships, Kelly Ann Bauer. It is part of WPP’s Technology Partnership Program, an inititative led by chief digital officer Scott Spirit to coordinate and promote the Group’s relationships with key providers of marketing technology services.

Martin Sorrell, CEO of WPP, said: “The joint Adobe-WPP proposition is a very powerful one: Adobe’s leading marketing technology solutions alongside WPP’s unique ability to leverage the collective capabilities of our agencies, and our proprietary data, for the benefit of our global client base.

“The WPP-Adobe Alliance extends our combined offering beyond the footprint of a single WPP company through the creation of bespoke teams, enabling clients to respond more strategically and more efficiently to their biggest marketing challenges.”