WPP and Spotify have teamed up for a first-of-its-kind global strategic partnership, giving WPP clients exclusive and early access to Spotify ad products, first-party intelligence, and creative strategies to reach audiences.
The partnership also makes Spotify the first audio platform to be integrated into WPP products, while exclusive access to Spotify’s first-party intelligence opens the door for clients to deepen their understanding of aggregated listening patterns and improve digital audio advertising strategies.
“More than 550 million people across 184 markets come to Spotify every month to be entertained. As we continue to drive innovation in the audio and the advertising industry at large, partners like WPP are critical to delivering for advertisers, creators, and audiences wherever they are,” said Brian Berner, the Global Head of Advertising Sales at Spotify.
The partnership will specifically focus on integration within WPP’s existing Choreograph insights platform.
WPP and Spotify will also leverage the partnership to educate both employees and clients through scaled training programs on digital audio creativity and Spotify’s ad products.
“The intent of this first-of-its-kind partnership is to integrate Spotify’s insights with the Choreograph platform to create more innovative and relevant ways to connect our clients with our customers,” explained Stephan Pretorius, the Chief Technology Officer at WPP.
To launch the partnership, WPP released its version of Spotify's Sonic Science insights study, with WPP’s agency Mindshare, exploring the relationship between Spotify, listeners, and digital audio ads using existing audio ads from WPP clients.
News of the partnership comes as a silver lining following ongoing challenges the audio platform has been facing recently, including layoffs and competing with YouTube and TikTok.
