challenge.
WPP Open is WPP's core AI product and has been highlighted by both WPP's outgoing CEO Mark Read and incoming CEO Cindy Rose as a key strategic priority for WPP as a business. However, in such a large and complex ecosystem, fragmented narratives emerged and clarity was needed for all areas of the business on WPP Open's value proposition, to ensure that it truly communicated the platform's market-leading offering.
role.
I worked as part of a team of three Strategic Designers, and the Global Head of Strategy Consulting to take WPP Open's offering back to the drawing board and redefine a truly user-centric value proposition that highlighted the platform's value to our clients.
I conducted a thorough benchmark evaluation of key players in the software, marketing, sales and AI industries, beginning with a wide view before zeroing in on competitors that play in our identified territories
I co-led 26+ interviews with senior stakeholders across WPP, including C-level and Global Client leads, to identify the needs and pain points of our users, before producing 26 individual reports on key insights, and one overarching summary.
I leveraged my end to end knowledge of the marketing value chain to identify key user segments, and their needs, translating them into potential areas of opportunity
I mapped our value proposition territories to our client journey, ensuring that the value proposition could be flexed to the needs to different audiences
result.
Presented our work to WPP Open's Chief Product and Growth Officer