WPP launches global strategic partnership with Optimizely

WPP announced the launch of a global strategic partnership with Optimizely.

The announcement demonstrates the two organisations’ commitment to supporting clients in delivering digital experiences to each and every customer.  

Optimizely will help WPP’s enterprise clients unlock digital innovation and potential. As a partner, WPP clients will have full access to Optimizely’s full suite of DXP tools including content marketing, content management, commerce and experimentation. By implementing these tools, companies can use data to continuously develop digital experiences that maximise conversion and engagement.

Notably, the partnership also offers clients integration with Optimizely Web  Experimentation and Google Analytics 4 (GA4). WPP and Optimizely are teaming up to support transition to a new experimentation platform to help brands deliver relevant content and features.

Stephan Pretorius, Chief Technology Officer, WPP, said, “Powerful creativity and effective media strategy can be wasted if brands do not also prioritise conversion.  Optimizely’s platform provides data that allows brands to maximise the chance of driving  customers through the ideal journey across channels, and we’re excited to develop a joint  offering to take to our shared clients.”

Alex Atzberger, CEO, Optimizely, said, “The world’s leading companies must have world-leading digital experiences, which can only be achieved through a test-and-learn approach. Together, WPP and Optimizely will ensure customers get the most out of their experimentation programmes so they can turn insights into increased conversions. We are thrilled to kick off this partnership.” 

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