Ad giant WPP is launching a new partnership with Braze, the New York-based marketing software vendor.

Braze’s stock has traded on the Nasdaq since 2021. The company sells a SaaS platform that enables brands to collect data on how customers interact with their websites and apps, as well as put that data to use in their marketing campaigns.

Braze’s technology allows a company to experiment with different types of marketing content on its website and measure which resonates the most with customers. From there, a brand can double down on the content type that performs best to increase engagement.

Braze also provides a range of other tools for its clients, which include many of the world’s largest consumer brands. Braze offers, among other capabilities, functionality that assists marketing teams with the process of personalizing a sales pitch for each user’s preferences.

WPP comes into the picture because Braze’s platform is too complicated for a marketing team to manage the software setup process alone. As a result, marketing teams often turn to external consultancies like WPP to assist with the process.

As part of its partnership with Braze, WPP will offer technical assistance to companies deploying the former company’s software platform. It will lend clients a hand with tasks such connecting Braze to a company’s CRM and the other systems where it stores customer data.

“By combining Braze’s best-in-breed engagement platform with WPP’s creative, data and CRM capabilities, we can offer clients the ability to deliver meaningful interactions with customers at speed and scale,” remarked WPP CTO Stephan Pretorius. “We are thrilled to partner with Braze to further innovate across the customer experience landscape and to bring their industry-leading engagement platform to our joint clients.”

The partnership also has other certain elements. WPP plans to provide feedback on Braze’s product roadmap and, in exchange, its clients will receive early access to new features that Braze launches for its platform. 

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