WPP unveiled what it’s calling Agent Hub, a curated set of so-called “super agents” that will be housed within the firm’s marketing platform WPP Open. 

The holding company made the announcement on the eve of the Consumer Electronics Show that starts tomorrow in Las Vegas and where the firm will be showcasing the Open platform, Agent Hub and other agentic capabilities.  

The agents in the new hub offer volumes of historical WPP data focused on branding, strategy, creative, behavioral science, and more, that are available to staff and clients. 

The Hub is designed as an internal app store where the agents can be accessed.  

Examples include the Brand Analytics agent, which provides access to three decades of WPP’s proprietary Brand Asset Valuator data. 

There’s also a Behavioral Science Agent, where users can access frameworks from Ogilvy’s behavioral science practice. 

The Creative Brain agent aggregates 150 years of WPP creative intelligence and serves as an “ideation sparring partner,” according to the company.  

Also curated within the hub are numerous agents that have been developed by individual WPP agencies. 

The firm said all agents within the Hub are validated by subject matter experts (not just developers) and are data and privacy compliant.  

The Agent Hub “is how we harness our people’s creative energy, curating the very best ideas and making them available to everyone,” said WPP chief innovation officer Elav Horwitz.