WPP and Spotify have revealed a fresh worldwide strategic collaboration. This alliance grants WPP the opportunity to provide its clients with advanced access to Spotify’s inventive advertising offerings, initial-party insights, and imaginative methods to connect extensively with involved audiences.

Within this partnership, Spotify will be the pioneer digital audio platform to be seamlessly incorporated into WPP’s array of products and solutions.

This includes an exploration in connection with Choreograph’s insights platform. In a first-of-its-kind partnership, WPP will use Spotify to create integrations that give Spotify’s first-party occasion insights to clients so they can understand aggregated listening patterns and develop more innovative and successful digital audio ad campaigns,

According to a press release, the company will deliver market-leading thought leadership and scaled training programs focusing on digital audio creativity and Spotify’s innovative ad products to its employees and clients. WPP teams and clients will also gain early access to Spotify’s neuro-insights research on audience trends and insights.

One of the first results of the collaboration is a WPP client-specific version of Spotify’s Sonic Science insights study, which was conducted in collaboration with WPP agency Mindshare and details the relationship between Spotify, digital audio ads, and listeners.

Spotify recreated its Sonic Science Volume 1 study with research firm Neuro-Insight, using audio ads from WPP clients to investigate how their ads trigger engagement, emotional intensity, memory, and more.