Hasta La Creative!

WPP’s direct marketing and CRM powerhouse Wunderman and media agency MEC have sprouted a small offshoot the firms hope will satisfy client’s increasing demands for data-driven marketing. The new joint venture, called Choreograph, was conceived to help advertiser clients respond more readily to consumers with customized messages and relevant media placement based on advertisers’ consumer data and a wealth of third-party information.

In the last year or so, Wunderman clients, many in the financial services, travel and telecom categories, which have lots of sales transaction data on their consumers, “want to connect media and creative in order to be more relevant,” said Gurval Caer, vice chairman, chief innovation and marketing officer at Wunderman and Choreograph’s president for the U.S.

Like many new agency initiatives, Choreograph’s value proposition seems somewhat fluid. The idea is to bring in two core WPP businesses to enable data-driven creative and targeting, and layer in other services within the holding company as needed. For instance, United Airlines, which has worked with the Choreograph group on previous efforts, might use WPP-owned trading desk Xaxis to enable some digital ad targeting.

Continue reading at AdAge.com