WPP and Adobe have expanded their global partnership, the companies announced today. 

The companies have had an alliance for a decade but now say they have created a new agentic-based marketing solution and are creating a joint transformation practice to sell it to clients. The practice will help clients redesign their marketing operations and embed the new capabilities into their organizations.   

The main idea, per the companies: faster creation of personalized ad and marketing campaigns at scale.  

For the first time, brands will have access to agentic AI workflows and orchestration from both companies. Adobe's agents will create and adapt content in coordination with WPP's agents optimizing media spend and activating across channels.   

As part of the effort, Adobe Firefly Foundry, used for developing generative AI models, will be integrated into WPP Open.   

The companies are also creating a training program related to the new solution.