WPP Integrates with YouTube to Support Industry's Most Comprehensive Creator Media Solution and Deliver Data-Driven Growth for Brands.

WPP Media’s Comprehensive Integration of YouTube Insights Across WPP Open and The Goat Agency’s AI Tools Improves Industry Transparency and Scalability. 

WPP Media, WPP’s global media collective, today shared details of an important expansion in its deeply integrated partnership with Google to enable creator-led marketing innovation and cultural relevance at scale for the world’s leading brands on YouTube.  

By securing access to critical YouTube Creator and Content Insights, WPP Media will empower brands with data-rich intelligence to identify the ideal creator for any campaign - whether paid or organic. This positions WPP Media at the forefront of solving one of the industry's biggest challenges: accurately matching creators and their audiences to unlock integrated marketing outcomes that drive measurable impact for clients.  

Proprietary YouTube creator insights are now available across WPP’s entire marketing technology stack and WPP Media’s dedicated influencer offering, The Goat Agency. This move will enable WPP to shift creator investments from fragmented media buys to a data-driven, scalable, and fully accountable growth engine for its global brands.  

WPP’s Creator Solution: Key Pillars of Differentiation  

WPP’s strategy for holistic capability development within WPP Media is built on interconnected pillars, each utilizing platform access to de-risk investment and maximize client returns:  

Superior Strategic Planning via WPP Open 

WPP Media planners gain an early-to-market advantage by embedding YouTube creator and content insights directly into WPP Open. This allows for the integration of deep, non-public, YouTube insights into the media planning phase.  

Teams can now identify rising content trends and emerging creators based on audience affinities and interests, moving past vanity metrics to ensure every dollar is spent on content that genuinely shifts the needle for the client.  

Creator and Video Insights via Goat Integration  

Goat has become one of the first partners globally to complete integration of YouTube’s new API built to help facilitate brand deals. This crucial step provides access to even richer creator and video insights, including the vital paid & organic metrics split to matchmake the right creator for the right brand, facilitate brand deal creation and delivery with YouTube creators in top markets globally. 

Brian Lesser, CEO, WPP Media, said: “The Creator Economy is one of the most dynamic forces in modern marketing. Until now, brands lacked the tools to scale creator-led marketing with precision. By integrating exclusive YouTube data into our proprietary tech stack, we’re giving our clients the confidence to invest boldly, knowing every partnership is measurable, scalable, and aligned with their media strategy.”  

Alex Burgess, Global President, The Goat Agency, said: “The collaboration between WPP Media, Goat and YouTube marks a monumental leap forward for the industry. By integrating the new API focused on creator insights for Goat into our AI tools, we’re tackling one of marketing’s biggest trust challenges and giving brands a single, transparent view of performance, moving the creator economy from speculative to measurable impact.”