WPP has announced the launch of WPP Open Pro, an update to its AI marketing platform designed to help brands of all sizes plan, create and publish campaigns on their own. 

This expands WPP’s footprint in the global advertising market by opening its advanced technology directly to clients and emerging businesses.

Unveiled by Cindy Rose, CEO, WPP, WPP Open Pro is built on the company’s existing AI platform, WPP Open, which helps brands strategise, produce large volumes of content and deploy assets quickly. 

The new version takes that a step further by giving brands direct access to WPP’s data, tools and technology without relying on managed service models.

WPP Open Pro brings together three key functions: planning, creation and publishing - into a single AI-powered interface. It lets marketing teams of all sizes use WPP’s data to craft smarter strategies, generate on-brand content quickly, and either integrate with WPP’s Open Media Studio or publish campaigns directly to major ad platforms.

By linking strategy, content creation and performance optimisation within a single platform, WPP Open Pro aims to distinguish itself from other marketing tools. It’s designed to serve both existing WPP clients and previously unserved segments of the market, from regional brand teams to smaller businesses seeking professional-grade capabilities.

For performance marketers in sectors like e-commerce and finance, the platform offers speed and precision to create, test and optimise campaigns. 

For growing brands, it opens access to WPP’s creative and strategic intelligence, enabling them to compete and grow in the AI-driven marketing era.

Rose said, "The rapid acceleration of technology is fundamentally reshaping our industry, and WPP is embracing the opportunity to lead that change. Our talented teams will always be at the heart of what we do, providing world-class strategic and creative partnerships to the world's most complex brands with WPP Open at the core. Now, we’re adding WPP Open Pro to our offer, a powerful new edition that puts our AI advantage directly into the hands of a much wider array of brands and businesses. This is about transforming how marketing is delivered, expanding our total addressable market, and giving more brands the tools they need to lead in the AI era.”

Stephan Pretorius, chief technology officer, WPP, added, "While some companies hide their AI behind service teams or focus on just one part of the journey, WPP Open Pro is an integrated solution for campaign implementation, built to deliver outcomes, not just assets. This makes it ideal for clients and brands seeking consistency and compliance at scale, performance marketing teams focused on optimising outcomes, and, crucially, provides smaller, agile marketing teams and emerging brands with direct access to WPP’s professional capabilities and intelligence. It is simple, intuitive and transformative, giving marketers control, speed and scale with enterprise-grade quality.”