Introducing our global addressable content practice

Today we're announcing a global partnership with our WPP sister agency Hogarth to create an Addressable Content Practice (ACP): a global performance media collaboration.

This practice combines our leading addressable media offering with Hogarth’s content creation capabilities to provide a harmonized global addressable content service that helps clients deliver more data-driven, highly personalized advertising experiences to consumers. Today, with creative commanding a pivotal role in performance campaigns, but with only 3% of ads being ‘addressable,’ this practice exists to make personalized content a reality, at scale and speed.

The Addressable Content practice supplements and complements the existing addressable offerings of Mindshare, MediaCom, Wavemaker and Essence to create a full-service global offering at WPP Media (formerly GroupM). Integrated within each agency’s media planning and strategy process, the ACP’s core function will be to create and produce omnichannel creative content informed by media, enabled by data, and delivered through technology across channels, platforms and devices.

“Campaigns are increasingly becoming outcomes-driven, especially as audience-first planning becomes the standard,” said Global CEO Christian Juhl. “This reality, in addition to the pending deprecation of third-party cookies and the growing number of ad-lite or ad-free platforms, means we will have fewer opportunities to reach consumers in the future. A powerful and precise addressable strategy, across media and content, will help brands realize more fully the potential and performance of their message and investments. We’re excited to bring this to our clients globally.”

While addressable content alignment exists in select markets worldwide, the Addressable Content Practice formalizes this partnership globally and gives it immense scale, as it will be operational in six hub cities to start, including London, Mexico City, New York, Shanghai, Singapore and Sydney. With our global footprint—across 80 markets—and Hogarth’s global production teams, the Addressable Content practice aims to triple in size, based on client demand, over the next 1-3 years.

“The ever-increasing demand for the intelligent and automated delivery of addressable content at scale remains a high growth opportunity for brands. This global practice—ready today across six hubs, and three delivery centers—will spearhead this opportunity, with [WPP Media] and its agencies,” said Richard Glasson, Hogarth Worldwide Global CEO. “Given the scale of [WPP Media] and the breadth of Hogarth’s global content creation capabilities, this practice will allow clients to accelerate and achieve their growth goals by staying relevant, timely and connected with their customers.”