Category: In the News

Demand for principal based media buying expertise is rising among the industry’s top clients despite long-held transparency concerns, according to WPP’s top execs.

Speaking as the once market leading agency group published a turnaround plan on Thursday (Feb. 26) to return the company to commercial growth in 2027, WPP Media boss Brian Lesser and chief financial officer Joanne Wilson said principal trading capabilities was now an established part of WPP’s media business.

“It’s a part of our business, and it’s a growing part of our business, and I expect it to continue to grow over time,” WPP Media boss Brian Lesser told analysts.

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Urban Outfitters is launching a creator program centered around the hyper-personalized engagement that comes with passionate micro-creators and their communities.

The move marks a structural shift in the retail brand’s creator strategy, and sees it join a growing group of brands that are gamifying their creator programs — moving away from curated, one-off partnerships toward broad, recurring, points-for-rewards systems that encourage consistent content creation.

Head of brand marketing Cyntia Leo told Digiday the program, called Me@UO, which will feature seasonal campaigns culminating in rewards for top creators, won’t replace traditional influencer marketing or even affiliate schemes, but will signify a shift away from “campaigns you just watch to campaigns you really want to join.”

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