The Brand Agency clients get insights into technology investment and maximising media performance from WPP’s Acceleration

Earlier this week, The Brand Agency clients attended a series of sessions from WPP’s Acceleration, a global network of consultants, data scientists, technologists and practitioners.

Acceleration, which is part of GroupM, works closely with its agency partners to provide data and technology solutions connecting media investments to business results. Helping clients build seamless connections between media strategy, data and privacy practices, technology investments and marketing goals.

In the first client session, Acceleration Managing Director, Tom Braybrook explored how to modernize Market Mix Modelling (MMM) by leveraging cloud platforms and AI to enhance speed and agility. He highlighted strategies for optimizing marketing spend while balancing short-term gains with sustainable brand growth. This was followed by a session from Matt Burrows, Acceleration’s General Manager – Technology Consulting, that offered a deep dive into connecting and activating predictive models within an organisation’s advertising strategies to supercharge its bid strategies.

Braybrook said: “It’s been a privilege to spend time with our WA clients and partners within WPP this week. We had plenty of inspiring and robust discussion on how AI is shaping the next era of advertising and I can honestly say that some of our best work and client engagement is coming out of WA right now.”

Angela Naaykens, Head of Media and Analytics, The Brand Agency, added: “Collaboration across our network enables us to deliver world class expertise into our local market, and this has certainly been evidenced through the work we’ve delivered recently with the Acceleration team. I’m so proud of what our teams have already delivered, and excited for what is to come.”