Team siliconindia

• WPP introduces Open Pro, an AI platform for brands to create and publish ads independently.
• The platform integrates planning, content creation, and campaign publishing in one tool.
• Open Pro targets both large global clients and smaller, agile marketing teams.

Advertising giant WPP has launched Open Pro, a new AI-powered platform designed to let brands independently plan, create, and publish their marketing campaigns. The move marks a major shift in how the company delivers technology and services, putting AI-driven tools directly in the hands of marketers.

Cindy Rose,CEO of WPP, said, the platform “transforms how marketing is delivered”, allowing brands to leverage WPP’s technology and insights without relying entirely on agency teams. The company aims to expand its reach, enabling more businesses to access enterprise-grade marketing capabilities while adapting to the growing role of AI in advertising.

Open Pro combines three key functions, AI-powered planning, automated content creation, and campaign publishing. Brands can build strategies using WPP’s proprietary data, generate creative assets quickly, and publish campaigns either through WPP’s Open Media Studio or directly to major advertising platforms. Stephan Pretorius, WPP CTO, highlighted that the platform is integrated end-to-end, offering more than standalone AI tools by focusing on delivering measurable outcomes.

The platform is designed for both WPP’s global clients and smaller, agile marketing teams or emerging brands seeking speed, control, and scale. While Open Pro complements WPP’s traditional managed-service offerings, it also opens the door to new customers who may not have the resources to work with a global agency.

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Industry analysts see Open Pro as part of a larger trend in advertising agencies embracing AI platforms to meet clients’ demand for efficiency, independence, and automation, while still maintaining creative quality. For WPP, this initiative could redefine the agency-client model and create new growth opportunities in the AI-driven marketing era.