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WPP expands Data Alliance with India launch

MUMBAI: British multinational advertising firm WPP has launched Data Alliance in India. Data Alliance supports the company’s data business by enhancing access to data and data-driven marketing applications.

Data Alliance leverages a global network of expert leaders in market research, analytics, CRM, media and digital to deliver a solution-neutral and holistic perspective on the group’s data strategy and solutions. It drives internal and external data partnerships and connects WPP’s centres of excellence to address client challenges in the world of big data.

This, the company said, is aligned to its strategic vision of helping clients better leverage data in growth markets. 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 US, UK and Sub-Saharan Africa.

Data Alliance director of global partnerships Anas Ghazi said, “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.”

GroupM South Asia chief strategy officer Tushar Vyas said, “We are thrilled to help bring Data Alliance to India. Data is forming the foundation layer of smarter decision-making, and with the 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.”

Ghazi and Vyas will drive the India operation, while a local team is being set up.

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