WPP and Google have announced a five-year expansion of their global partnership. 

This renewed alliance aims to harness artificial intelligence to create, distribute, and measure marketing at scale. 

The collaboration will deepen both companies’ investment in cloud and AI technology, empowering brands to deliver hyper-relevant campaigns in days instead of months, and to personalise experiences for millions in real time.

The deal, finalised in Mountain View, includes a USD 400 million spending commitment from WPP towards Google technologies. It brings together WPP's CEO Cindy Rose, Google Cloud's CEO Thomas Kurian, and their leadership teams in a shared vision to fuse creativity and data through generative and agentic AI. 

The investment will accelerate WPP’s AI-powered services under its proprietary marketing platform, WPP Open.

The partnership’s impact will be felt across every corner of the marketing process. WPP clients will gain access to AI-driven creative tools that can instantly generate campaign assets, advanced audience models that can predict and optimise engagement, and new data systems that enable privacy-first collaboration. 

Google’s DeepMind models will underpin many of these solutions, including Open Intelligence, WPP’s proprietary AI data engine, which can build bespoke audience models in record time.

On the creative front, WPP will integrate Google’s latest AI video and image models, such as Veo and Imagen, into its workflows.

Meanwhile, the partnership’s emphasis on security will see WPP use InfoSum’s Bunkers on Google Marketplace to protect data while enabling deeper audience insights.

A major focus of the alliance is talent. Google will join WPP’s Creative Technology Apprenticeship as the lead curriculum partner, aiming to train over 1,000 creative technologists by 2030 in fields like generative AI, robotics, and creative coding. Since its launch in 2022, the programme has already placed more than 50 participants across WPP agencies.

The collaboration also extends beyond client work. Google’s AI will be embedded into WPP’s internal operations to streamline resource allocation, automate data analysis, and improve team collaboration, all geared toward faster and more effective client delivery.

WPP and Google’s shared commitment to innovation means new technologies are tested within Google’s own marketing systems before being rolled out to clients. This feedback loop ensures every solution is validated in real-world conditions, giving WPP’s clients a head start in deploying market-proven AI tools.

Cindy Rose, CEO, WPP, said, "I'm incredibly excited about how our new and evolved partnership with Google will redefine what's possible for our clients. By delivering bespoke AI solutions and enabling hyper-relevant campaigns with unprecedented scale and speed, we're accelerating innovation across every facet of marketing to drive unparalleled growth and impact.”

Thomas Kurian, CEO of Google Cloud, added, "Our expanded partnership with WPP is built on a shared vision to harness the power of generative and agentic AI to transform business outcomes”. By enabling WPP to innovate on our AI-optimised technology stack, we are helping create the future of marketing technology for brands today."

Lorraine Twohill, SVP, Global Marketing, Google, said, "As an important partner to Google Marketing, WPP has been working closely with us on several AI tools and innovations built with Gemini – all focused on driving brand love and real business growth through truly helpful experiences that resonate with our billions of users around the world. I'm excited to continue exploring what marketing and storytelling look like in this new era, together."