Author: Michael Bürgi

On the the last workday before the Super Bowl and with Winter Olympics’ opening ceremonies just hours away, WPP Media has formed a partnership with sports data platform Genius Sports, Digiday has learned.

The plan is to integrate Genius Sports’ first-party league, team and transactional data – derived from Genius Sports’ 250-million-consumer FanGraph platform – directly into WPP Media’s own planning and data systems, including Open Intelligence. 

By pairing Genius Sports’ first-party audience insights with WPP’s own data resources, the partnership is creating an exclusive “Brand Sports Momentum Score” that measures fan acquisition, retention, and spend against brand-specific audiences, which will help WPP Media guide its clients to finding less obvious audiences in sports that might fall outside the major tentpoles — and get closer to delivering on outcomes. 

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Super Bowl spots and Cannes Lion-winning campaigns hog the spotlight in agency sizzle reels, but the work that runs on Instagram, Walmart or Instacart is what keeps the lights on. And demand among advertisers for combined performance media and creative production briefs is rising.

In response, agencies are reorganizing their production offerings to sync more closely with media briefs. Dentsu, for example, is set to launch a production solution it’s calling “Content Engine”, pulling media planning and activation from its media teams, and creative delivery from production house Tag into the same process. 

“Clients are seeking a more analytical, systematic and outcome-based approach to production,” said Mark Knowles, chief technology officer at Tag. “We are seeing this being requested during the RFP process more and more, especially where we have media incumbency, but we are also proactively pitching this approach to the clients given the impact it’s able to have on performance, outcomes and commercials,” he said.

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