Category: In the News

The eulogies for WPP keep getting drafted, yet the holding company refuses to play along. That’s the subtext running through a wave of conspicuously aligned LinkedIn posts in recent weeks, each one offering a reminder that the onetime market leader is still very much in the game.

“There’s been a lot of negativity around WPP,” wrote one WPP Media director. “But as the dust starts to settle, we are seeing wins happen more and more.”

“All the negativity around WPP Media is incessant,” posted an exec at WPP Media’s Choreograph unit, a day later. “There is a lot of noise right now which doesn’t reflect what’s really happening,” added a third WPP Media exec.

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The biggest sports tentpoles, from the Super Bowl to the Olympics, have become the closest thing platforms have to guaranteed windfalls. Everyone circles the same moments, intent on wringing as much commercial upside from a captive global audience. Against that backdrop, X is angling for an early edge heading into next year’s FIFA World Cup. The platform is using the tournament’s draw as an early proving ground for a broader strategy to reassert its creator content around live events.

“The idea is to plant a flag in the World Cup conversation and marketplace on what is the first marquee moment,” Monique Pintarelli, the platform’s head of Americas, told Digiday. 

The hope being that it piques enough advertisers interest to see the social network as a place to park swathes of their marketing dollars for the soccer tournament. 

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