WPP partners InMobi to help marketers create personalised CX at scale

WPP and mobile marketing and advertising platform provider InMobi Group have entered into a long-term strategic partnership to build unique benefits for marketers. The partnership will leverage expertise from InMobi Group and WPP agencies, including GroupM and Kantar, to help Indian marketers gain insights on and access to over 200 million mobile users in India, and create personalised consumer experiences at scale from access. Brands will be able to translate up-to-the-moment insights into timely marketing action, according to the press statement.

WPP and InMobi Group's partnership will see both companies co-building more innovative mobile-first products for the future, to help position businesses ahead of the marketing curve. When asked if the partnership will be extended to Southeast Asia, WPP's spokesperson told Marketing it will only cover India for now. Meanwhile, InMobi's spokesperson said while the partnership is currently at the India level, the idea is to eventually explore this in other markets including Southeast Asia.

WPP will provide in-depth expertise and a creative approach through four pillars - content, media, data and research. GroupM will offer data-driven marketing and media planning with end-to-end audience insights integration and will also be sharing its unique engagement approach for in-app mobile content marketing. According to the press statement, the partnership will also benefit from Kantar’s research insights, including recommendations that combine delivery, engagement and impact measures through media.

Meanwhile, InMobi Group will provide deep, mobile-first expertise across marketing software and media, data and consumer platforms through the InMobi Marketing Cloud. The InMobi Marketing Cloud includes Pulse, a mobile research platform and InMobi DSP, its in-app programmatic buying platform. Through Glance, a screen-zero platform, brands will be able to reach more than 36 million Indian smartphone users on their lock screen.

CVL Srinivas (pictured right), WPP country manager for India, said WPP's partnership with InMobi will simplify marketing processes for businesses. "We recognise the challenges associated with managing and translating data insights into timely and relevant brand activity. Today's consumers are inundated with brand messages and we want to enable marketers to cut through the noise to provide their consumers with meaningful connections," he said.

Meanwhile, Naveen Tewari (pictured centre), founder and CEO of InMobi Group, said user journeys in a mobile-first world have become increasingly complex, and brands need an end-to-end solution that helps them to uncover and drive insights into action seamlessly.

"InMobi and WPP's strengths in technology and marketing expertise mean that we are best positioned to take the guesswork out of complex data and provide integrated solutions for brands to help them drive real connections with consumers," Tewari said.

Abhay Singhal (pictured left), co-founder of InMobi Group and CEO of InMobi Marketing Cloud, added that it hopes to co-create value for the entire ecosystem through innovation that leverages data, technology, media, and content.