"What task should my agent do?" is the wrong starting question. The right one: which decisions am I giving away and which should stay mine? Not all decisions are equal. Some are knowable: delegate them. Some need expertise: share them. Some need human taste and conviction: that is where you stand. Humans at the helm means knowing where to apply your judgement, not applying it everywhere. WPP's Amelia Gandar shares how to map decision rights in the agentic era: https://bit.ly/45vemzu
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Aktualizace
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Consumers don't move in straight lines. They're everywhere – jumping fluidly across channels, moments and devices – and the idea of a linear journey simply doesn't reflect how people engage anymore. At a Unity panel at Cannes Lions, Lauren Wetzel, Global President of Data and Technology Solutions at WPP, made the case for why mobile gaming shouldn't be treated as a channel in isolation. It's a rich source of intelligent signals – ones that give marketers a more complete picture of modern consumer behaviour. Because attention gets you in the door. Engagement creates real understanding. And real understanding is what drives growth. Swipe through for the highlights → 🔗 Full article: https://lnkd.in/gGTZN4RM
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AI agents are already making purchasing decisions for consumers. No browsing, no comparing – you're either in the recommendation or you're not. Swipe to hear how James Phillips, Executive Creative Director of WPP's Commerce Practice, thinks about winning in this new landscape – and why the best commerce ideas don't just drive conversion, they build brands. ↓ See how WPP's Commerce Practice is helping the world's biggest brands stay ahead: wpp.com/en/commerce #Commerce #CreativeCommerce #RetailMedia #WPP
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"Sameness is not the safe position on the balance sheet, it is simply the risk that hasn't been priced yet." In a new piece for LBBonline - Little Black Book, WPP's Antonis Kocheilas argues that as brands lean on AI to reduce risk and remove friction, they're quietly optimising away the thing that drives returns: distinctiveness. Data shows that the 50 most differentiated brands outperformed the NASDAQ by 700%+ over the past decade - proof that standing out isn't a creative indulgence, it's a business strategy. Read more 🔗 https://ow.ly/w44U50ZsiIO
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Are you buying attention – or earning belonging? In a time of intense change, brands building lasting growth in China aren’t simply reaching fandoms – they’re earning a place within them. Tapping into these communities is a powerful way to reimagine growth. Our new report, Fandom Flux, provides expert strategic counsel to help you navigate change and turn cultural participation into commercial momentum. Discover: • Six rules reshaping Chinese fandoms • The platforms where influence is built • How to actively participate to optimise marketing investment 🔗 Read the report: https://lnkd.in/eFM_PukS
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EssenceMediacom (WPP Media) has renewed its partnership with Uber across APAC – extending a relationship now in its ninth year, spanning $200M+ in billings across six markets 🙌 https://lnkd.in/evpmGqx6
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What if every fan could prove their loyalty – in data? After relegation, Wisła Kraków FC needed to fill a stadium or face an uncertain future. So VML turned a football superstition into a personalised AI-powered statistic: the Lucky Fan Index. 220,000+ fan profiles. 63 matches. 200+ in-game moments. Every supporter got their own luck score – and a reason to come back. The result? +42% attendance. Highest in the Polish league. Swipe to see how it worked 👇 👉 Full case study: https://bit.ly/4wgV50r
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Grey Hong Kong has won the Hong Kong Tourism Board global creative account 🏆 Three years. Global remit. And the first campaign – "Only in Hong Kong" – is already live. Link in comments 👇
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Congratulations to Lauren Wetzel, Global President, Data and Technology Solutions at WPP, on being named a 2026 She Runs It Changing the Game honouree in the Quantum Leap category. Lauren has been central to one of marketing's most significant shifts – from identity-based approaches to intelligence-led growth. Through her vision and leadership, Open Intelligence has become the intelligence layer that's helping clients turn connected data into better decisions and measurable growth. As Lauren recently wrote on wpp.com, competitive advantage comes not from owning the most data, but from connecting the right intelligence. Clients including Estée Lauder, Mastercard, JLR and Tesco are already seeing what that looks like in practice. And as Lauren puts it – we're just getting started. Proud to celebrate Lauren and the full class of 2026 honourees. 🎉 📖 Read Lauren's latest thinking: https://bit.ly/4bUmxJf #SheRunsIt #ChangingTheGame #WPP #OpenIntelligence
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The next competitive advantage in APAC isn't more technology. It's trust. As AI reshapes how brands reach and engage customers across the region, the brands pulling ahead aren't just the fastest adopters – they're the ones customers actually believe in. Kyoko Matsushita, CEO of WPP Japan, makes a compelling case for why trust has moved from a governance checkbox to a genuine growth driver. As she puts it: "AI may lower the cost of creation, but it raises the premium on trust." Worth a read for anyone thinking about what sustainable growth looks like in APAC's next chapter. 🔗 https://lnkd.in/eUGZN5Yp #APAC #AI #Trust #Growth #WPP
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