Case Study

Driving strategic marketing velocity and ROI for an energy sector client in Brazil

A vibrant, abstract image dominated by a central, bright source of light, radiating outwards with intense luminosity. The core is a concentrated, almost blinding, golden-yellow hue, transitioning to warm orange and amber tones as the light disperses.
A vibrant, abstract image dominated by a central, bright source of light, radiating outwards with intense luminosity. The core is a concentrated, almost blinding, golden-yellow hue, transitioning to warm orange and amber tones as the light disperses.

WPP Open partnered with an energy sector client in Brazil to transform their marketing operations. This initiative delivered significant workflow efficiencies, reduced operational costs and accelerated market responsiveness, moving beyond traditional creative production limitations.

Client context

Navigating a highly competitive and dynamic energy market, the client recognised the imperative for unparalleled speed, precision and strategic clarity in its marketing efforts. The strategic objective was clear: enhance market readiness, optimise campaign velocity and foster seamless collaboration, all while rigorously upholding brand integrity. WPP Open’s end-to-end AI-powered platform was deployed to unify teams, data and creative workflows, directly addressing these critical market demands.

Challenge

The client faced significant strategic impediments due to legacy marketing processes. Traditional brief analysis, media planning and creative asset production were characterised by fragmentation, excessive meetings and protracted strategic cycles. This resulted in a high opportunity cost, as manual conceptualisation and iterative clarifications delayed market entry and risked missed competitive windows. The mandate was to establish a rapid, integrated pathway from market insight to impactful execution, ensuring both cultural resonance and quantifiable strategic outcomes.

Solution

WPP Open deployed its AI-driven orchestration tools and creative capabilities, providing the client with a transformative platform. This enabled optimised brief analysis, significantly accelerated media planning, and the rapid generation of conceptual static and motion assets – cutting production time by 50%. Critically, WPP Open's proprietary strategic frameworks proactively identified emerging market opportunities, while integrated productivity tools fostered seamless stakeholder alignment and dramatically reduced meeting overhead, enhancing strategic agility.

Outcome

The pilot saved over 70 hours across strategic and creative tasks, eliminated 3 to 5 meetings per campaign and cut conceptual ideation time by over 50%. Employee Satisfaction (ESAT) scores averaged 4.8/5 with strong agreement on satisfaction, usability and completion time. Gains included avoiding costs from traditional creative production, enabling more assertive media planning and improved targeting.