MUMBAI: WPP has launched Data Alliance in India with an aim to enhance data-driven solutions and activate e-commerce, mobile, and social data strategies. The Mumbai based operation will draw upon expertise from WPP’s global network to India to harness unique data sets. The focus is to accelerate development and enhancement of data-driven solutions while activating e-commerce, mobile and social data strategies in India. India is the first market to launch Data Alliance in the Asia-Pacific region.
WPP’s Data Alliance in India is supported by GroupM (Mindshare, Maxus, MEC, Mediacom, Motivator, Xaxis and Madhouse), Kantar (IMRB, Millward Brown, TNS and Worldpanel), Wunderman and Ogilvy. Collectively, these companies will partner on projects to enhance the use of data across WPP solutions increasing speed, cross-fertilization and decreasing costs in this strategic market.
This launch is part of a campaign in WPP for “data horizontality” – the ability to better leverage WPP’s people, data and technology across the globe and replicates models in United States, United Kingdom and Sub-Saharan Africa.
“Data Alliance has successfully implemented ‘data horizontality’ by helping WPP companies access and leverage data creatively and optimally across multiple verticals and geographies, Growing in India is an exciting opportunity for WPP to scale enterprise data assets and partnerships for e-commerce, mobile and social data-driven marketing,” said Data Alliance director of global partnerships Anas Ghazi.
“We are thrilled to help bring Data Alliance to India. Data is forming the foundation layer of smarter decision making and with strong emergence of digital channels data is becoming an increasingly critical part of the conversation with our clients. Data Alliance is a powerful way to help us shape the market and provide competitive advantage to all our clients across a very broad range of data requirements,” said GroupM South Asia chief strategy officer Tushar Vyas.
“There is a tremendous opportunity for Wunderman in India to work with Data Alliance to bring a much richer set of data into everything we do for clients, from generating insights to targeting our work, to measuring results,” said Wunderman Global CEO Mark Read.
“In today’s complex environment we need to deliver consumer understanding from multiple lenses to our clients, Data Alliance offers the ability to leverage diverse datasets for rich insights across multiple data sources to better understand motivations behind consumer behavior to help clients transform consumer insight into business impact,” added Kantar Group’s IMRB International senior vice president Hemant Mehta.
