WPP is transforming agency technology delivery by launching WPP Open Pro, a self-serve platform that enables marketers to plan, create, and publish campaigns using the same AI-driven tools utilized by its global agency network—without needing agency support. This makes WPP the first major holding company to offer direct, enterprise-grade access to its proprietary AI marketing infrastructure, highlighting a strategic shift towards platform revenue, self-service, and empowering brands with creative control. **What is WPP Open Pro?** Built on WPP’s existing AI marketing platform (WPP Open), Open Pro provides brands with integrated capabilities: AI-powered strategy for audience segmentation, channel planning, and budget allocation; automated, brand-safe content creation across channels; and direct publishing to major ad platforms or managed execution via Open Media Studio. Designed for speed and scalability, it supports enterprise teams and smaller brand units, allowing localized campaign adaptation while preserving global brand consistency without agency reliance. **Why this move matters now** Open Pro signifies a pivotal change in agency growth models—shifting from service sales to infrastructure-as-product, inspired by SaaS principles. CEO Cindy Rose describes it as an evolution reflecting broader marketing service delivery changes. By enabling brands to work independently within WPP’s toolset, WPP taps into new client segments—startups, ecommerce, regional units—who seek data access and creative tools without full-service retainers, thus expanding WPP’s market reach. **From services to software: a new agency model** WPP and other agency holding groups are evolving into platform businesses that blend technology infrastructure with creative expertise. CTO Stephan Pretorius highlights Open Pro’s full-funnel, integrated campaign solution, contrasting with competitors that limit AI to parts of the marketing journey or hide it behind services. Open Pro challenges traditional boundaries between agency service and creative automation by giving clients control over the entire campaign workflow. Although entering a market influenced by platforms like Canva and Adobe Firefly, WPP’s advantage lies in enterprise-grade data, creative governance, and brand compliance—areas where pure software platforms often lack. **What marketers should know** 1.

**Self-service goes enterprise:** WPP’s agency tools are now accessible to in-house teams, enabling faster execution, local testing, and global deployment without reliance on traditional agency retainers. 2. **AI is operational, not just experimental:** AI is embedded throughout media planning, creative workflows, and publishing, offering marketers visible, adjustable control rather than opaque backend automation. 3. **Agencies enter the platform economy:** WPP monetizes its intellectual property and internal systems beyond selling time and services, potentially setting a precedent for other groups seeking new revenue streams. 4. **Creative and campaign automation converge:** By integrating planning, production, and publishing in one platform, Open Pro may reshape how brands organize teams and allocate marketing technology budgets. In sum, WPP Open Pro offers a new playbook for brands adopting AI-first marketing, signaling a fundamental shift in agency models toward scalable, self-service platforms that combine creative control with enterprise capabilities.