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WPP launches Choreograph

WPP of New York has launched a new global data agency called Choreograph. The company will work to maximize the value of its clients’ first-party data. It will also develop data and technology strategies and advise on privacy issues. Choreograph will combine the existing data units of subsidiary agencies GroupM and Wunderman Thompson. Choreograph will operate as part of GroupM and will be headed by Kirk McDonald, CEO of GroupM North America.

“We are at an inflection point in the industry, where brands have an imperative to leverage their own first-party data to make advertising more relevant, effective and personal while fully respecting consumer privacy,” said Mark Read, CEO of WPP. “We must also use data to gain insights, shape our creative work and measure results. This requires a holistic approach that this integrated offering brings by enabling data to flow across client, agency, and media owners. Uniting the powerful and established data units of GroupM and Wunderman Thompson into a single global data company is another important step in our simplification strategy.”

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