• by Steve McClellan  @mp_mcclellan, June 6, 2013

WPP and Twitter on Thursday announced a global strategic partnership that will  expand collaboration between the two companies. The deal follows a wide-ranging alliance agreed to by Twitter and Publicis Groupe in April.

Covering data and analytics, media investment and social media, the WPP agreement spans several holding company units – including GroupM, research arm Kantar, and digital agencies such as Wunderman. 

 As part of the deal, which was led on the WPP side by its Data Alliance unit, WPP companies from a variety of disciplines will utilize Twitter data across a number of initiatives to deliver what the holding company believes will be more effective campaigns, enhanced targeting and more real-time insight to clients. 

Under the partnership the companies will launch new data products and services, and integrate Twitter data into key WPP media and analytics platforms. The deal also calls for training for staff in the application of these new capabilities and a “partnership approach” to key clients and markets. 

The companies also said the agreement would help develop GroupM client investments on Twitter’s platform – particularly in key markets where the service has experienced rapid user growth in recent years, including Western Europe, Japan, Turkey, Mexico and Brazil, in addition to the United States. 

Earlier this year Sir Martin Sorrell, CEO of WPP commanded headlines when he proclaimed that Twitter was more of a PR platform than an advertising platform.  Today he stated, “Twitter’s relevance continues to grow – not only as a social platform, but also as a window into consumer attitudes and behavior in real time. “  He described the new agreement as a “very wide-ranging strategic partnership” that will “ensure that Twitter data is a key ingredient in many of our disciplines. We look forward to leveraging the platform in a variety of ways for our clients around the world.” 

Dick Costolo, CEO of Twitter, said: “We’re excited to forge this global partnership with WPP. As Twitter has grown, marketers are leveraging the platform for brand insights, relevant real-time messaging, and customer research. This partnership will benefit clients by pairing Twitter with WPP’s world-class analytics, targeting, and creative capabilities.”