WPP Remains Omnivorous, Gobbles A Piece Of Omniture

by Joe Mandese, Jan 29, 2009, 8:27 AM

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WPP Group this morning announced a strategic investment in online analytics firm Omniture that will include the collaborative development of new technology, data and consulting services designed to provide the marketing industry with more granular consumer insights, and enhanced returns on marketing investments. The companies did not disclose whether the new products would be proprietary to WPP's agencies and clients, or would be made available to the industry at large, but they did say the partnership would include collaborations with WPP's G2, OgilvyOne, RMG, Wunderman, Enfatico, specialist agencies Schematic, VML and ZAAZ, Group M, 24/7 Real Media, Kantar and Bridge Worldwide.

Key elements of the deal, which include a $25 million investment in publicly-traded Omniture's common stock, include:

* Joint approaches to mutual clients to develop enhanced analytical solutions
* Joint development of technologies and solutions, including the integration of Omniture and WPP technologies, data and products
* Sharing of marketing insights and consulting best practices
* Deployment of Omniture consultants inside WPP companies
* Training of more than 500 WPP employees on Omniture products and solutions, within the first year of the relationship

The companies said their integration would take place over the next 12- to 18-months, and that it would involve many of WPP's existing "technologies, data, insights and information products," which would be incorporated into Ominture's "Genesis" platform.

Specific WPP products that will be integrated, include:

Open AdStream (24/7 Real Media's advertising management system)
* Decide DNA (24/7 Real Media and GroupM's search engine marketing systems)
* 24/7 Real Media and GroupM's custom media audience network
* TNS Compete™ (competitive web benchmarking data)
* TNS Stradegy™ (multimedia channel advertising occurrence and expenditure data)

The deal is consistent with statements made recently by WPP chief Martin Sorrell that the company was growing more diversified in two key areas: digital marketing, and the information and insights marketplace, and comes after WPP significantly expanded its position in the research marketplace following its acquisition of Taylor Nelson Sofres.

In a statement from Davos, Switzerland, where Sorrell is participating in the World Economic Forum, he said, "This partnership will help our many mutual clients meet these objectives by equipping WPP agencies - across all geographies and disciplines - with the capabilities and tools needed to customize and deploy Omniture solutions in the most efficient and effective ways." The statement implied that the alliance would provide a strategic advantage for WPP and its clients, though WPP services many advertisers and brands outside its agency network via its research subsidiaries.

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