WPP Achieves Media Singularity, Unveils Industry-First 'Large Marketing Model'

In what it claims to be an industry-first, WPP Media this morning unveiled what it calls a "Large Marketing Model" capable of turning "trillions of data signals into predictive actionable intelligence, so you can perform in every channel, every market and with every consumer globally."

Or at least, that's what a freshly YouTube-posted sizzle reel (see above and below) claims.

The new "LMM" is named "Open Intelligence," and the reel, press release and press contacts assert it is -- to their knowledge -- an industry-first data platform capable of what sounds like Singularity-level omniscience: "It’s always-on, predictive intelligence, active everywhere, refined in real-time by the results it drives, creating the world’s most sophisticated feedback loop."

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The announcement says the platform/model enables that capability by combining "your data, WPP data, and the data of 350-plus global partners and platforms -- even walled gardens."

WPP Media disclosed nearly a dozen of Open Intelligence's partners, including FreeWheel, Google, Microsoft, Meta, Snap, TikTok, Adelaide, Adstra, Circana, Experian and Lumen Research, but did not state explicitly how they are integrated.

Asked what Open Intelligence enables WPP Media clients to do that they couldn't do before, a spokesperson bulleted five industry breakthroughs:

  • Train custom models based on their unique data, marketing intelligence, and business objectives
  • Continuously optimize audience segmentation, creative development, and media buying
  • Generate predictive signals from customer data, enriched with the world’s best media and retail intelligence
  • Make faster, smarter marketing decisions that improve ROI and reduce wasted spend
  • Deliver personalized campaigns across every channel - reaching 5 billion people globally, with full regulatory compliance and consumer trust built in
Without looking under Open Intelligence's hood, it would be difficult to vet the industry-first claims, but one thing is clear from the announcement, including the second sizzle reel released by WPP Media in less than a week: It certainly has mastered the art of copywriting.

It even has a tag line: "This is intelligence beyond ID."

Not to mention a unique selling proposition: "The intelligence covers every part of your marketing mix: owned, earned, shared and paid."

1 comment about "WPP Achieves Media Singularity, Unveils Industry-First 'Large Marketing Model'".
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  1. Ed Papazian from Media Dynamics Inc, June 3, 2025 at 2:37 p.m.

    Well  I certainly wish WPP Media success with its new model--or models. It reminds me of those bygone days when BBDO and the other large agencies competed with computerized "media selection models". Once BBDO broke the lid on this idea, everyone simply had to develop their own model, which in a way was a good thing as it prompted me and a few other like minded folks to revolutionize the media audience studies, including Nielsen, creating a ton of useful marketing data for advertisers as well as covering many more bases for the media--demographics, cross platform reach and even attentiveness, which I pioneered. 

    I wonder how long it will take before we see similar announcements  from the other large agency media consortiums. Can they afford to sit idly by and let WPP Media rule the roost with this very interesting initiative?

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