• by Steve McClellan  @mp_mcclellan, March 29, 2023

WPP today announced a new partnership with Braze, the customer engagement platform.

According to the holding company, the partnership will focus on joint integrations and solutions aimed at helping brands leverage their first party data to create personalized engagement.

The end goal: helping joint clients drive customer activation, retention and loyalty strategies.

“By combining WPP’s leading creative talent and scale with Braze’s nimble engagement technology, joint clients will be able to break down silos between owned and paid media to deliver creative, cross-channel experiences to every customer,” the companies stated.

As part of the arrangement, clients will gain early access to test  products along with customized solutions. Training programs are also included.

Stephan Pretorius, Chief Technology Officer at WPP, stated, “Customers have come to expect engaging and seamless brand experiences across platforms. By combining Braze’s best-in-breed engagement platform with WPP's creative, data and CRM capabilities, we can offer clients the ability to deliver meaningful interactions with customers at speed and scale.”