But Choreograph is a little different. Launched at a time when brands around the world are trying to activate their own first-party data as a response to challenges facing digital ad identifiers, the new unit will focus on this new and emerging need.
In this video interview with Beet.TV, Kirk McDonald, North America CEO of GroupM, which will house Choreograph, explains the rationale.
McDonald says Choreograph has “three legs”:
The company has more than 700 staff available to it, including data scientists, technologists, product developers and customer success representatives.
Our products enable marketers to create better experiences, stronger brands and trusted customer relationships. pic.twitter.com/gxcaKRIeJC
— Choreograph (@ChoreographData) May 13, 2021
Choreograph, which was announced in late April, will combine resources from GroupM and Wunderman Thompson, said by WPP CEO Mark Read to be “another important step in our simplification strategy”.
McDonald will oversee Choreograph.
He explains: “All our clients are on different parts of that journey of figuring out how to harness their first-party data, and activate it and turn that data into a resolved identity in a way that they can use it.
(Choreograph) really captures some of the history and the heritage of our Wunderman Thompson data business, 40+ years of experience in that team of data scientists, engineers, and experts around data management, robust data management suites, particularly around identity resolution and enrichment.”
Choreograph will use data and technology platform WPP Open.
]]>