WPP launches “Open Pro”, expanding AI marketing access for brands of all sizes

UK – WPP has introduced “WPP Open Pro”, an upgraded edition of its AI-powered marketing platform that allows brands to plan, create, and publish campaigns autonomously.

Unveiled by WPP CEO Cindy Rose, the new platform builds on WPP Open—the company’s existing AI system for marketing that helps brands plan campaigns, produce on-brand content at scale, and deploy assets efficiently.

“The rapid acceleration of technology is fundamentally reshaping our industry, and WPP is embracing the opportunity to lead that change,” said Rose. 

“Now, we’re adding WPP Open Pro to our offer, a powerful new edition that puts our AI advantage directly into the hands of a much wider array of brands and businesses. This product is about transforming how marketing is delivered, expanding our total addressable market, and giving more brands the tools they need to lead in the AI era,” she added. 

Positioned as an evolution of its predecessor, WPP Open Pro aims to expand WPP’s presence across the global advertising market while giving existing clients a more streamlined way to access its platform and tools. The platform also targets a broader range of brands, including those that previously lacked the resources to tap into WPP’s marketing expertise.

Built on WPP Open, which remains central to WPP’s managed service offering, WPP Open Pro integrates three connected functional areas into a unified interface designed for both enterprise and emerging businesses.

Through the platform, users can access WPP’s proprietary, partner, and industry data to inform strategy, understand audiences, and assess competitive landscapes. It also enables marketers to generate on-brand, channel-specific content within seconds, automating production while maintaining consistency and performance. Additionally, WPP Open Pro allows seamless integration with WPP’s Open Media Studio for enhanced media execution or direct publishing to major ad platforms.

WPP Open Pro differentiates itself by offering an end-to-end, AI-powered marketing solution that connects strategy, content creation, and performance optimisation within a single ecosystem. It caters to diverse needs—from global brand teams seeking local flexibility to performance marketers in fast-paced sectors like e-commerce and finance who require rapid testing and optimisation.

The platform also opens new opportunities for smaller businesses and startups, granting them access to WPP’s professional-grade tools and insights to produce quality content and scale their marketing efforts independently.

Stephan Pretorius, chief technology officer at WPP, explained, “While some companies hide their AI behind service teams or focus on just one part of the journey, WPP Open Pro is an integrated solution for campaign implementation, built to deliver outcomes, not just assets.”

He continued, “This makes it ideal for clients and brands seeking consistency and compliance at scale, performance marketing teams focused on optimising outcomes, and, crucially, provides smaller, agile marketing teams and emerging brands with direct access to WPP’s professional capabilities and intelligence. It is simple, intuitive and transformative, giving marketers control, speed and scale with enterprise-grade quality.”