By Najat Kantouar

WPP is launching a new business-to-business solution powered by IBM's AI and data platform watsonx to help marketers identify and engage with potential clients.

The London-based advertising group said Wednesday that the partnership between WPP Open and IBM will help marketers solve complex business-to-business marketing challenges, identify and engage buying groups, and improve clients' return on investment.

"Our clients want to get in front of the right people, at the right time, on the right channels, with the right message. However, most solutions in the market today are designed for consumer marketing, targeted at sole decision-makers at a single point of purchase," WPP Chief Technology Officer Stephan Pretorius said.

Both companies will also collaborate with LinkedIn to better understand buying groups.

"We are looking forward to working with WPP and IBM to determine how our unique knowledge of buyer groups can help inform WPP Open for B2B and help clients deliver more effective advertising campaigns," LinkedIn Vice President Penry Price said.

Write to Najat Kantouar at

(END) Dow Jones Newswires

06-19-24 0344ET