WPP Open

Category: Automation/Workflow

WPP's enterprise AI marketing platform, agency-scale infrastructure.

WPP Open is WPP's enterprise AI marketing platform, a unified data, creative, and media operating system for WPP-managed brands and increasingly for direct enterprise clients. The Google AI partnership ($400M deal in 2025) made it one of the most-watched agency-AI platforms in the market. Aimed at global brands with serious agency and media budgets. Not a tool you self-serve; this is a procurement-and-implementation conversation with WPP or partner agencies.

Our verdict

WPP's internal AI and operating platform, available to agency clients. Worth knowing about if you're a WPP client; not a tool you can buy off the shelf.

Best for: Global enterprise brands working with WPP or partner agencies on unified AI marketing infrastructure.

Pros

• Backed by WPP's global agency network and Google AI partnership
• Unified data, creative, and media in one platform
• Enterprise scale and compliance

Cons

• Most relevant for global brands with serious agency budgets
• Implementation cycle measured in quarters
• Best fit when committing to the WPP ecosystem

Pricing: Custom (Enterprise)

Rating: 3/5