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How WPP operationalizes platform and data engineering for AI marketing
WPP partnered with Google Cloud to build a unified data backbone and platform engineering path for its AI marketing system, WPP Open. This infrastructure standardizes fragmented data across global agencies to enable the deployment of AI models.
Why it matters
By automating data processing, WPP can deploy targeted marketing campaigns in days rather than months, increasing speed and effectiveness for its clients.
The details
- Creative and strategy time fell from four weeks to three hours.
- Campaign return on investment increased 2.8x.
- Production efficiency rose by 70% while content volume grew 33x.
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Key connections
WPP owns and operates the WPP Open agentic marketing system.
Google developed and open-sourced Kubeflow.
GitLab owns GitLab CI/CD
GitLab owns GitLab CI/CD.
Google owns Google Cloud Artifact Registry
Google owns Google Cloud Artifact Registry.
Google owns Google Cloud Identity-Aware Proxy
Google owns Google Cloud Identity-Aware Proxy.
Jonas Dahlbaek works at WPP
Jonas Dahlbaek is Senior Data Engineering Lead at WPP.
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Suleman Khan works at WPP
Suleman Khan is Product Manager for OI & Google Partnerships at WPP.
Ranjith K Poldas works at WPP Media
Ranjith K Poldas is Associate Director, DevOps (I&P) at WPP Media.
Yang Yue is Program Manager at Google Cloud.
WPP Media is an operating media company within WPP.
WPP partnered with Google Cloud to construct a unified data backbone.
WPP uses Google Cloud
WPP uses Google Cloud for enterprise data engineering and AI marketing.
WPP uses Google Cloud Storage
WPP uses Google Cloud Storage to isolate raw data inputs.
WPP uses BigQuery to host dedicated, shared data projects.
WPP uses Managed Service for Apache Spark
WPP uses Managed Service for Apache Spark to cleanse and normalize marketing data.
WPP uses Kubeflow for pipeline orchestration.
WPP uses Knowledge Catalog
WPP prepares to transition to Knowledge Catalog for automated data governance.
WPP uses GitLab CI/CD
WPP uses GitLab CI/CD templates to automate deployment workflows.
WPP uses Cloud Run for full-stack web applications and batch processing.
WPP uses Cloud Run Functions
WPP uses Cloud Run Functions for event-driven microservices.
WPP uses Google Cloud Artifact Registry
WPP uses Google Cloud Artifact Registry for container image promotion.
WPP uses Wiz for security scanning in its CI/CD pipelines.
WPP uses Google Cloud Identity-Aware Proxy
WPP uses Google Cloud Identity-Aware Proxy to enforce zero-trust access.
WPP Open is built with Generative AI
WPP Open uses generative AI models to power marketing insights.
WPP Open is built with Artificial Intelligence
WPP Open is an AI-powered agentic marketing system.
Managed Service for Apache Spark uses Scala
Managed Service for Apache Spark executes custom Scala data transformation jobs.
GitLab CI/CD is related to CI/CD
GitLab CI/CD provides continuous integration and deployment templates.
Google Cloud Identity-Aware Proxy is related to Zero Trust
Google Cloud Identity-Aware Proxy enforces zero-trust security.
Apache Software Foundation owns Apache Spark
Apache Software Foundation owns and maintains Apache Spark.
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