WPP and Spotify have announced a global, strategic partnership that will enable WPP to offer its clients early access to Spotify’s ad products and first-party intelligence. As part of the partnership, Spotify will become the first digital audio platform to be integrated directly into WPP’s products and solutions. This includes an exploration in connection with Choreograph’s insights platform. WPP will look to use Spotify to develop integrations that provide Spotify’s first-party occasions insights to help clients understand aggregated listening patterns, in order to inform more creative and effective digital audio advertising strategies.  

WPP will work with Spotify to deliver thought leadership and scaled training programs for its employees and clients that focus on digital audio creativity and Spotifys ad products. WPP’s teams and clients will also benefit from early access to Spotify’s neuro-insights research, focused on audience trends and insights. 

“We’ve long partnered with WPP to enable agency planners and buyers to make more informed decisions when planning for digital audio,” said Brian Berner, Global Head of Advertising Sales at Spotify. “With our new global partnership, we’re helping WPP clients modernise their strategy and planning. More than 550m people across 184 markets come to Spotify every month to be entertained, to learn and to discover for nearly 2.5 hours each day. As we continue to drive innovation in audio and the advertising industry at large, partners like WPP are critical to delivering for advertisers, creators and audiences wherever they are.”