• by Steve McClellan  @mp_mcclellan, October 25, 2021

GroupM, WPP’s media investment arm is teaming with WPP sibling production agency Hogarth to launch an Addressable Content Practice.   

This practice combines the group’s addressable media offering with Hogarth’s content creation capabilities. It’s designed to help clients deliver more data-driven, personalized ads to consumers at scale and speed. 

The Addressable Content practice will complement the existing addressable offerings of Mindshare, MediaCom, Wavemaker and Essence to create a global offering at GroupM. Integrated within each agency’s media planning and strategy process, the ACP’s core function will be to create and produce omnichannel creative content delivered through technology across channels, platforms and devices. 

“Campaigns are increasingly becoming outcomes-driven, especially as audience-first planning becomes the standard,” said Christian Juhl, GroupM Global CEO. “This reality, in addition to the pending deprecation of third-party cookies and the growing number of ad-lite or ad free platforms, means we will have fewer opportunities to reach consumers in the future. A powerful and precise addressable strategy, across media and content, will help brands realize more fully the potential and performance of their message and investments.”   

The new service will be operational in six hub cities to start, including London, Mexico City, New York, Shanghai, Singapore and Sydney with plans to triple the initial footprint in the next couple of years. 

Mark Patterson, GroupM’s Global Chief Operating Officer who based in New York is leading the new practice from the GroupM side while London-based Tony Grigg, CEO of Global Partnerships for Hogarth Worldwide, is leading from the Hogarth side.