WPP, InMobi Group enter into multi-year strategic partnership

MUMBAI: WPP and InMobi Group have entered into a long-term strategic partnership to build unique benefits for marketers. Leveraging the best of expertise from InMobi Group and WPP agencies, including GroupM and Kantar, the partnership aims to simplify complexity for Indian marketers.

The collaboration between WPP and InMobi Group will enable brands to create personalised consumer experiences at scale. Through this partnership, brands will be able to translate up-to-the-moment insights into timely marketing action.

WPP will provide in-depth expertise and a creative approach through four pillars – content, media, data, and research. WPP’s GroupM will provide data-driven marketing and media planning with end-to-end audience insights integration and will also be sharing its unique engagement approach for in-app mobile content marketing. This partnership will also benefit from Kantar’s research insights, including recommendations that combine delivery, engagement and impact measures through media.

InMobi Group will provide deep, mobile-first expertise across marketing software and media, data, and consumer platforms. As a result of this partnership, brands will gain insights on and access to 200+ million mobile users in India through the InMobi Marketing Cloud, the only mobile platform to synthesise ad tech and martech platforms. The InMobi Marketing Cloud includes Pulse, the world’s leading mobile research platform and InMobi DSP, its in-app programmatic buying platform. Through Glance, the world’s first screen-zero platform, brands will be able to reach more than 36 million Indian smartphone users on their lock screen.

WPP country manager for India CVL Srinivas said, “WPP’s partnership with InMobi will simplify marketing processes for businesses. We recognise the challenges associated with managing and translating data insights into timely and relevant brand activity. Today’s consumers are inundated with brand messages and we want to enable marketers to cut through the noise to provide their consumers with meaningful connections.”

“User journeys in a mobile-first world have become increasingly complex, and brands need an end-to-end solution that helps them to uncover and drive insights into action seamlessly. InMobi and WPP’s strengths in technology and marketing expertise mean that we are best positioned to take the guesswork out of complex data and provide integrated solutions for brands to help them drive real connections with consumers,” said InMobi Group Founder & CEO Naveen Tewari.

“WPP and InMobi have had a long-standing successful relationship. We are thrilled with the evolution of this relationship into a strategic arrangement. We hope to co-create value for the entire ecosystem through innovation that leverages data, technology, media, and content,” said InMobi Group co-founder of and InMobi Marketing Cloud CEO Abhay Singhal.

India represents one of the largest and fastest-growing consumer markets globally. WPP and InMobi Group’s partnership will see both companies co-building more innovative mobile-first products for the future, to help position businesses ahead of the marketing curve.

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