See also: WPP in the CIO 100

Marketing and advertising giant WPP has launched a digital marketing platform for clients, in partnership with Infosys.

Called BrandEdge, the platform will be marketed to large corporates through a subsidiary, Fabric.

Fabric joint-CEO Chris Perry told CIO UK that the platform has been in pilot for the last 18 months and launches with three customers, one of which is GSK.

He said the platform, which is a cloud-based application drawing together campaign build, management and analytics functions, is designed to help users manage multiple agency relationships and demonstrate a return on investment across a number of touch-points with their customer in a standardised way.

He went on to say that the strength of the proposition lies with the partnership of WPP, with its marketing expertise and Infosys, a leader in application development.

“Different marketing groups can collaborate together with their IT peers so that the business can act more quickly on the insight they get through their marketing campaigns,” he said.

The partnership is in part a response to the trend for procurement decisions on marketing technology moving across from IT departments to marketing teams in some instances, but remaining firmly with technologists in others.

In a statement, WPP CEO Sir Martin Sorrell said: “It seems to us that clients are seeking simpler solutions in an increasingly complex marketing world. The application of technology and data analytics to accelerate effectiveness and efficiency is well established. However, the traditional approaches of technology and marketing rarely speak the same language. [This partnership] provides a comprehensive solution to bridge this divide and help our clients create unique personal experiences for consumers.”