In order to satisfy client expectations, advertising and media agencies must aggregate, centralize, and mobilize data to augment customer insights, enhance campaigns, and measure attribution. Doing that well is no easy task. For WPP, the world’s largest advertising and media consulting company, that task is made more complicated by the vast amounts of data it owns that is spread over its large network of operating companies (Op-Cos).

To tackle the challenge of managing and leveraging that data, WPP formed a new global data products and technology company, called Choreograph, in 2021. Its mission is to create an end-to-end data enablement system that can leverage the data across WPP’s brands to power deeper customer connections that fuel growth. In this video, Bob Hammond, CTO of Choreograph, explains how Choreograph is meeting that challenge by using Snowflake to create a “data mesh” that is bringing exciting new data sharing capabilities to WPP’s Op-Cos and their customers alike.

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