WPP’s Data Alliance and P:Cubed announce data partnership


A recent partnership between the marketing services provider, P:Cubed, and WPP will enable WPP operating companies to access the Compuscan Group company’s premier data universe to enhance insights, creative and media in South Africa.

WPP’s Data Alliance, the unit that supports “data horizontality” across WPP by increasing data access and empowering data-driven solutions, announced a partnership that equips WPP operating companies with consumer profile data from P:Cubed.

P:Cubed forms part of the Compuscan group of companies (Compuscan, Compuscan Academy and Scoresharp) who are experts in creating and delivering industry leading data-driven customer growth solutions throughout the customer lifecycle. P:Cubed combines data, advanced analytics and customer management solutions to enable clients to acquire new profitable customers and increase value of their existing customer bases.

Procured by WPP’s Data Alliance, the  partnership  will  provide  value  to  WPP  companies in the  region  including  Ogilvy  &  Mather,  Smollan,  Wunderman’s  Aqua, Acceleration, TMARC and Platform 5.

The partnership streamlines access to P:Cubed’s 2 700 fields of data on over 42.8 million economically active South African consumers. P:Cubed’s statistical techniques allow profiling of life stage, financial affluence, spend preference and more.

In line with WPP’s focus on growing global data assets, the partnership enables WPP companies to be more effective and deliver enhanced services in South Africa. By utilising data from P:Cubed, WPP companies can uncover unique consumer insights and optimise campaign planning and execution.

“WPP is always looking to be smarter with data,” said Devon Tighe, Managing Director of WPP’s Data Alliance Africa. “This partnership enables WPP companies to access P:Cubed’s rich dataset, the largest universe of consumer profile attributes in South Africa.”

“We have invested close to a decade converting raw data sources into consumer engagement personas that help clients understand customers from a demographic, economic, behavioural and lifestyle point of view,” said Anton Grutzmacher, Head of Sales and Product, P:Cubed. “This partnership will drive mutual growth for P:Cubed and WPP companies and enable us to further unlock the power of data for clients in the South African market.”

“Having access to consumer data that can help inform, validate or refute our marketing communications work is of tremendous value,” said Greg Streatfield, Head of Data and Analytics, Ogilvy & Mather South Africa. “P:Cubed is an industry-leading service provider that can help us win competitive advantage for our clients.”

About WPP’s Data Alliance

The Data Alliance is a WPP company that supports the Group’s data business by enhancing access to data and data-driven marketing applications. The Data Alliance leverages a global network of expert leaders from across WPP in data investment management, analytics, CRM, media, and digital to prioritize what data is secured and how it is used. In support of operating companies, Data Alliance assists in internal and external data partnerships and connects WPP’s centers of excellence to address client data opportunities.

About WPP

WPP is the world’s largest communications services group with billings of US$73 billion and revenues of US$19 billion. Through its operating companies, the Group provides a comprehensive range of advertising and marketing services including advertising & media investment management; data investment management; public relations & public affairs; branding & identity; healthcare communications; direct, digital, promotion & relationship marketing and specialist communications. The company employs over 200,000 people (including associates and investments) in over 3,000 offices across 113 countries.