WPP Media and Pinterest Partner to Bring Cultural Trends Directly Into Planning Workflows

As we wrap up the year, every marketer is asking the same question: How do we plan for what’s next? Culture moves fast, and trends can make or break a campaign. The challenge isn’t just spotting what’s popular - it’s knowing what matters and moving at the speed of behavior. 

Trends are a vital way for brands to connect with audiences and drive growth. But finding relevant signals has become harder than ever. They emerge and fade at lightning speed, making it difficult to separate meaningful investments from fleeting fads. Brands need high-quality insights that create real value for consumers and drive meaningful business results.  

WPP Media and Pinterest are bringing one of the internet’s most powerful cultural signals directly into the planning stack. We have partnered with Pinterest to embed the Pinterest Trends directly into WPP Open. This integration gives our teams and clients real-time access to authentic, actionable trend intelligence, built directly into their daily workflow. As the first agency with a bespoke Pinterest Trends integration via the API, WPP is giving brands always-on access to what’s emerging, not just what already happened. 

Through the Pinterest API integration within Open's Strategic Insights module, WPP Media teams and clients can: 

• Access trends in real time within the Open console, eliminating manual research and guesswork. 

• Empower smarter decisions across platforms by leveraging seasonality, search volume, and trend evolution over time. 

• Refine insights with precision, using filters for moments, categories, keywords, demographics, and new trend types to stay continually updated. 

• Apply trends dynamically downstream, from campaign planning and creative alignment to activation and measurement. 

Today, cultural relevance is shaped by two forces: the trends that spark ideas and the creator voices that amplify them. Our overall partnership with Pinterest - and this integration in particular - reflects a broader ambition: helping brands thrive at the center of culture. By embedding Pinterest Trends into the heart of our planning workflow, we’re turning fragmented signals into actionable insights, fueling ideas that resonate and deliver intelligent growth at scale.