WPP’s media investment management arm, GroupM, has announced the global launch of mPLATFORM ([m]PLATFORM), an advanced technology suite of flexible media planning applications, data analytics and digital services.
The platform will improve advertisers’ ability to use audience-defining insights from hundreds of data sources to find and communicate with their consumers across all media.
mPLATFORM makes it possible for media planners at GroupM agencies to use the most detailed consumer data to achieve results for their clients. Supported by a team of data scientists, technologists and digital practitioners from across GroupM specialist companies and Xaxis, it unifies data analytics and digital services including search, social, mobile, digital ad operations and programmatic into one team delivering a completely open and fully transparent data and technology architecture. Brian Gleason, former Global CEO of Xaxis, has been named CEO of mPLATFORM.
“Marketers are under tremendous pressure to deliver results from media investments. This flexible platform approach enables us to focus $7 billion worth of investments we’ve made in data and technology over 10 years to help them realize a marketplace advantage,” said Kelly Clark, CEO GroupM Global. “Our agencies will now have deeper consumer insights and the most robust technology in the market.”
mPLATFORM connects wide-ranging WPP data sources across Kantar and Wunderman; third-party data providers; GroupM’s data from unique agreements with global media partners; and clients’ own data when they choose. This allows the creation of the most complete consumer profiles within a brand’s target audience, including rich demographics, technology usage, behavioral insights, purchase history, location data and more (varies by region according to local regulations). The connected platform ensures insights carry through the whole communications process:
- [m]Core is the first full-stack audience intelligence platform combining cross-platform data (display, mobile, video, offline CRM, apps, etc.) for a singular consumer identifier, [m]ID.
- [m]Insights is the largest audience-centric media planning tool with cross-channel planning, creative workflow management, unified audience frequency capping and location-based and in-demo reach management.
- [m]Analytics marries online and offline campaign-level data to [m]ID to enable analytics, attribution and optimization
- [m]Report merges data into a single, intuitive visualization dashboard with actionable intelligence.
GroupM is building a global organization to support [m]PLATFORM. Four regional Presidents will report to Gleason. Recently named President of Platform Services in North America, Phil Cowdell is now President [m]PLATFORM, NA. Lucas Mentasti is named President, [m]PLATFORM, LATAM. Presidents in EMEA and APAC will be named shortly. Also on the [m]PLATFORM global leadership team is Nicolle Pangis, Chief Operating Officer; Jack Smith, Chief Strategy Officer and Bob Hammond, Chief Technology Officer. Pan-regional collaboration will ensure consistent information and experience to global clients, but with the bespoke strategic point of view of their selected GroupM agency.
“The rise of digital and mobile technologies, media fragmentation and expanding ecommerce create a pivot point in marketing where the scientific application of data to media strategies is essential. Today, marketers have to know their customers in richer detail than ever before, or else they won’t reach them. [m]PLATFORM is an audience-centric approach enabling our agencies with individualized consumer insights and technologies to reach audiences without boundaries,” said Gleason.
“The technology development teams reporting to Brian demonstrate his ability to continuously innovate winning solutions for clients,” said Clark. “Now, the best of our technologies, whether built, acquired or partnered are consolidated under his remit to enable our agencies with an unparalleled ability to reach audiences and deliver outcomes for their clients.”