WPP forms partnership with Omniture with $25m investment

by Darren Davidson, Brand Republic 29-Jan-09, 09:40

LONDON - WPP has formed a strategic partnership with Omniture, the online optimisation business, which will see the marketing services group invest $25m (£17.5m) in Omniture shares and Omniture consultants work inside WPP agencies.

Other benefits of the partnership include joint approaches to mutual clients and joint technology development, including the integration of Omniture and WPP data and products.

Sir Martin Sorrell's WPP and Omniture will also share marketing insights and consult on best practices, and 500 WPP employees will be trained on Omniture products within the first year of the relationship.

WPP companies involved include G2, OgilvyOne, RMG, Wunderman, Enfatico, specialist agencies Schematic, VML and Zaaz, Group M, 24/7 Real Media, Kantar and Bridge Worldwide.

Sorrell said: "In the current economic environment, and as clients continue to experiment with and develop their online budgets, the need for better analysis, measurability and focus on return on investment is more important than ever.

"This partnership will help our many mutual clients meet these objectives by equipping WPP agencies -- across all geographies and disciplines -- with the capabilities and tools needed to customise and deploy Omniture solutions in the most efficient and effective ways."

Comments

James Ghani - 30/01/2009

An excellent and imaginative initiative. Omniture is virtually the default analytics/metrics framework technology for enterprises worldwide. A step ever-closer between advertisers. media practitioners and technologists.