• by Steve McClellan  @mp_mcclellan, April 27, 2021

WPP is merging the specialist data units of GroupM and Wunderman Thompson to form a new global data consultancy called Choreograph.

The holding company said the new entity is designed to provide data advisory services focusing on strategy, implementation and privacy issues as well as optimizing first-party databases.

The new operation will offer services including audience insights and planning, private identity solutions, AI-based media optimization, and predictive analytics. Technology development and data-management operations are also part of the offering.  

“We are at an inflection point in the industry, where brands have an imperative to leverage their own first-party data to make advertising more relevant, effective and personal while fully respecting consumer privacy,” stated WPP CEO Mark Read. “We must also use data to gain insights, shape our creative work and measure results – and this requires a holistic approach that this integrated offering brings by enabling data to flow across client, agency, and media owners.”

Read said that combining the GroupM and WT data operations “is another important step in our simplification strategy.”

Choreograph will operate as part of GroupM and will be overseen by Kirk McDonald, the GroupM North America CEO.

The operation will be comprised of more than 700 technologists, product developers and data scientists across WPP offices worldwide.

The new operation will have major hubs in Karlsruhe, Germany, Lille France, London, New Delhi, New York and San Francisco, Shanghai and Sydney.