MUMBAI: This could be music to WPP’s  clients’ ears.  The creative transformation company and  music-based entertainment  powerhouse Universal Music group (UMG)  announced on 12 December that they are planning to work in harmony with each other.

The duo has got into a strategic partnership that will provide clients’ brands with cutting-edge audience engagement strategies leveraging the power of music. The new alliance  brings together UMG’s family of artists and labels, and its global data and insights team, with WPP’s creative scale and extensive client network, giving brands new opportunities to connect with audiences through music. 

The collaborative partnership offers WPP clients' new opportunities to connect with some of the world’s most popular artists and their music, and unique access to UMG’s iconic music catalogue to unlock additional areas of amplification through data-driven and technological innovation. In addition, WPP and UMG will work together to responsibly explore new ways that AI can better help brands and artists connect and create authentic cultural moments.

The announcement builds upon the history of successful collaboration between WPP and UMG for Brands (UMGB), as exemplified by their ongoing partnership with The Coca-Cola Co. Working together, WPP and UMG have collaborated on global initiatives such as the award-winning Coke Studio and Sprite Limelight music platforms. Through these programmes, a diverse array of established and emerging artists have amplified brand messaging, galvanising fan communities worldwide while expanding their audiences. 

"Music is becoming an even more powerful cultural force, and technology is rewriting how we experience it,” said WPP chief technology officer Stephan Pretorius. “This partnership with UMG will allow us to leverage emerging technologies and data insights to create truly innovative music-driven campaigns for our clients, shaping the future of brand engagement."

“This collaboration provides benefits to stakeholders of each company. On  the one hand, combining innovative new technologies with UMG’s industry-leading data insights, we can create significant new commercial opportunities for our artists and songwriters,” added  UMG chief digital officer & EVP Michael Nash. “In addition, working together with WPP, we will harness and amplify the unmatched power and reach of music for WPP’s clients and brands through new strategic initiatives and programmes.”

This initiative is part of WPP’s larger strategy to invest in data and technology-driven solutions and partnerships with the world’s leading companies to drive value for its clients. Hopefully, WPP’s clients have their headphones on and are listening.