Users of the ‘Open Pro’ platform will be able to access WPP’s data and insights to develop campaign strategies and understand audiences, based on AI agents drawing on the company’s data.

Marketers will also be able to create content and publish campaigns through the platform.

The holding company said the move would expand its reach across the global advertising market and offer existing clients “an efficient route” to its platform and tools.

WPP will continue to use its ‘Open’ platform – which the new one is based on – as part of its managed service offer.

Cindy Rose, chief executive, WPP (pictured), said ‘Open Pro’ platform “puts our AI advantage directly into the hands of a much wider array of brands and businesses”. Rose added: “This is about transforming how marketing is delivered, expanding our total addressable market, and giving more brands the tools they need to lead in the AI era.”

Stephan Pretorius, chief technology officer, WPP, said the platform is “ideal for clients and brands seeking consistency and compliance at scale, performance marketing teams focused on optimising outcomes, and, crucially, provides smaller, agile marketing teams and emerging brands with direct access to WPP’s professional capabilities and intelligence”.