A marketing leader at a global brand, speaking on condition of anonymity, told ADWEEK this week that WPP has been pushing the brand aggressively to do more with WPP Open.
McNeany, for his part, is confident in the positioning; he suggested that the tool surpasses rival agencies’ AI-powered marketing offerings today.
“[We’re] taking our data assets, our partner data assets, our agentic capability, the generative partnerships that we’ve got with Google, OpenAI and so on…content automation, media activation, and bundling that up into one solution,” he said.
