WPP launches Open Pro to put AI marketing power directly in clients’ hands
With Open Pro, WPP becomes the first global agency group to commercialise its AI stack at scale
WPP is changing how agency tech gets delivered by opening up its AI engine to marketers without requiring agency support. The holding company has launched WPP Open Pro, a self-serve platform that lets brands plan, create and publish campaigns using the same tools that power its global agency network.
With this launch, WPP becomes the first major holding company to offer direct, enterprise-grade access to its proprietary AI marketing infrastructure. The move signals a bold bet on platform revenue, self-service models and the rising demand for creative control among brands.
This article breaks down what Open Pro offers, why WPP is shifting toward productisation, and what the move means for marketers exploring AI-first campaign models.
Short on time?
Here is a table of content for quick access:
- What is WPP Open Pro?
- Why this move matters now
- From services to software: a new agency model
- What marketers should know
Patrecia Meliana
What is WPP Open Pro?
Open Pro is built on WPP Open, the company’s existing AI marketing platform used internally by its agencies. Now, that same platform is being packaged for client use, giving brands access to three integrated capabilities:
- AI-powered strategy: Access to WPP’s proprietary data and insights for audience segmentation, channel planning and budget allocation
- Automated content creation: Tools to generate brand-safe, cross-channel content in real time
- Direct publishing: Push campaigns live to major ad platforms or route them through Open Media Studio for managed execution
The platform is designed for speed and scale. It supports both enterprise marketing teams and smaller, agile brand units. Local teams can adapt campaigns to their market while maintaining global brand consistency, helping brands stay on message without relying on a central agency team.
Why this move matters now
WPP’s launch of Open Pro marks a pivotal shift in how agency networks are rethinking growth. Instead of selling services, WPP is now offering infrastructure as a product. The company is taking cues from the SaaS world.
According to CEO Cindy Rose, Open Pro represents “an evolution in WPP’s business model” and reflects broader changes in how marketing services are delivered.
By letting brands work independently inside WPP’s tool stack, the company can capture revenue from clients who don’t want full-service retainers but still need access to data, creative engines and media distribution.
This expands WPP’s total addressable market. It reaches startups, ecommerce players, regional brand units and marketers who previously may not have had the scale or budget to work with WPP agencies.
From services to software: a new agency model
The launch of Open Pro reflects a broader transformation. Agency holding groups are evolving into platform businesses. They are combining tech infrastructure with creative expertise.
As WPP Chief Technology Officer Stephan Pretorius explains, what sets Open Pro apart is its full-funnel approach.
“Some companies hide their AI behind service teams or focus on just one part of the journey,” said Pretorius. “WPP Open Pro is an integrated solution for campaign implementation, built to deliver outcomes, not just assets.”
By offering clients control over the entire campaign workflow, from data planning to content delivery, WPP is challenging the divide between agency services and creative automation tools.
Open Pro enters a space already influenced by platforms like Canva and Adobe Firefly. However, WPP’s edge lies in its enterprise-grade data access, creative governance and brand compliance features. These are areas where pure software platforms often fall short.
What marketers should know
WPP Open Pro offers a fresh playbook for brands building or scaling their AI marketing stack. Here are four takeaways for marketing teams evaluating this type of platform:
1. Self-service is going enterprise
The same tools WPP agencies use are now available to in-house brand teams. Marketers can move faster, test locally and execute globally without being locked into traditional retainer models.
2. AI is now operational, not just experimental
Open Pro integrates AI directly into media planning, creative workflows and publishing. This shift gives marketers functional control over AI instead of relying on backend automation they cannot see or tweak.
3. Agencies are entering the platform economy
WPP is no longer just selling time and services. With Open Pro, it is monetising intellectual property and internal systems. This model could set a precedent for other agency groups seeking new revenue streams.
4. Creative and campaign automation are converging
By combining planning, production and publishing into one interface, Open Pro offers a tightly integrated solution. This may change how brands organise campaign teams and allocate martech budgets moving forward.
