In US, WPP's Data Alliance and Spotify announce global data partnership

NEW YORK, Nov. 15, 2016 /PRNewswire/ -- WPP's Data Alliance and Spotify today announced a global partnership for collaboration in data, insights, creative, technology, innovation, programmatic solutions, and new growth markets. WPP now has unique listening preferences and behaviors of Spotify's 100 million users in 60 countries. The multi-year deal provides differentiating value to WPP and its clients by harnessing insights from the connection between music and audiences' moods and activities. Music attributes such as tempo and energy are proven to be highly relevant in predicting mood, which enables advertisers to understand their audiences in a new emotional dimension. 

"WPP and Spotify are humanizing 'quant' data by harmonizing it with music preferences as a new window into the mood and emotion of global audiences during daily moments," said Nick Nyhan [pictured], CEO, WPP's Data Alliance. "It's not about 'just' having data anymore, it's about finding new ways to create connections through emotion."

"Today's announcement lays the foundation for a long term strategic alliance between Spotify and WPP," said Alex Underwood [pictured], VP Global Head of Agency and Partnerships, Spotify. "This partnership will drive mutual growth and enable us to further unlock the power of technology, creativity and music data for brands." More...