WPP Joins Forces With UMG To Deliver Music And Entertainment Solutions For Global Brands

The new partnership unites Universal Music Group's (UMG) unmatched roster of artists and labels, along with its global data and insights capabilities, with WPP’s creative expertise and vast client network. Together, they aim to offer brands innovative ways to engage audiences through music. This collaboration provides WPP clients with exclusive opportunities to connect with some of the world’s most renowned artists, access UMG’s iconic music catalog, and leverage cutting-edge data and technological innovation to amplify campaigns.

WPP and UMG will also explore the responsible use of AI to enhance connections between brands and artists, fostering authentic cultural moments. The partnership builds on a history of successful collaborations between WPP and Universal Music Group for Brands (UMGB), including global initiatives with The Coca-Cola Company such as the award-winning “Coke Studio” and “Sprite Limelight” platforms. These projects have empowered a diverse mix of artists to amplify brand messages, galvanize fan communities, and expand their reach worldwide.

Stephan Pretorius, Chief Technology Officer of WPP, remarked, “Music is becoming an even more powerful cultural force, and technology is rewriting how we experience it. This partnership with UMG will enable us to harness emerging technologies and data insights to craft groundbreaking music-driven campaigns for our clients, shaping the future of brand engagement.” Michael Nash, Chief Digital Officer and EVP at Universal Music Group, added, “By combining innovative technologies with UMG’s industry-leading data insights, we can unlock significant new opportunities for our artists and songwriters. Partnering with WPP, we’ll amplify the unmatched power of music for WPP’s clients and brands through strategic initiatives and programs.”

This initiative aligns with WPP’s broader strategy of investing in data-driven, technology-enabled solutions and forging partnerships with leading global companies to create value for its clients.