WPP’s media division GroupM announced today that it will combine all existing global data analytics and digital media assets under the [m]PLATFORM umbrella to create what it calls the ad industry’s most powerful collection of related services.
The world’s largest agency holding company looks to reassert its position as a dominant force in the increasingly competitive global ad buying market after a year-long, record-breaking string of media agency reviews that included some large-scale losses. Moving forward, [m]PLATFORM will allow all GroupM agencies to present clients with a more fully unified suite of ad planning, tracking and targeting tools as they look to win new business and retain existing accounts.
