WPP and Optimizely have entered a global partnership under which the firms will develop a joint offering for shared clients designed to deliver optimized digital experiences to their customers.  

The agreement formalizes the working relationship the two firms have had for years jointly servicing clients like ACCO Brands, Aegon, Oister and others. 

As a so-called “platinum partner,” WPP clients will have access to Optimizely’s full suite of DXP tools including content marketing, content management, commerce and experimentation.  

By implementing these tools, companies can use data to continuously develop digital experiences designed to maximize conversion, engagement and ROI.   

The partnership offers clients integration with Optimizely Web Experimentation and Google Analytics 4 (GA4). That’s timely in light of Google’s upcoming September phaseout of Google Optimize, its web analytics and testing tool. WPP and Optimizely are teaming to support the transition to a new experimentation platform to help brands deliver relevant content and features.  

“Powerful creativity and effective media strategy can be wasted if brands do not also prioritize conversion,” said Stephan Pretorius, chief technology officer at WPP. “Optimizely’s platform provides data that allows brands to maximize the chance of driving customers through the ideal journey across channels.”  

Alex Atzberger, CEO of Optimizely, added that global brands “must have world-leading digital experiences, which can only be achieved through a test and learn approach. Together, WPP and Optimizely will ensure customers get the most out of their experimentation programs so they can turn insights into increased conversions.”