Case Study

Brazil energy pilot: driving strategic marketing velocity and ROI

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.

Note: Client name protected for confidentiality

WPP Open partnered with an energy sector client in Brazil to speed campaign delivery, cut costs and protect brand consistency. WPP’s end-to-end AI marketing platform connected teams and data to analyse briefs, build media plans and generate static and motion concepts cutting production time by 50%. Results were measured using WPP Open platform analytics (workflow logs, task timing), time sheet reviews and Employee Satisfaction surveys.

The benefit: Faster time to market, lower operational overhead, and clearer, data-backed decisions.

Quantifiable strategic impact

  • 50%+ faster creative production: enabling the team to launch faster and capture market opportunities

  • 70+ hours saved in strategic/creative tasks: reallocating time to higher-value work

  • 90% user rating for creative quality: ensuring consistent, high-impact brand messaging

Client context

In a fast-moving, competitive energy market, the client needed greater speed, accuracy and clarity in marketing. The goal: get to market faster, run campaigns efficiently, collaborate better and uphold brand standards. WPP Open’s AI-powered platform brought teams, data and creative work together to meet these needs.

Challenge

Legacy processes slowed the team. Brief analysis, media planning and creative asset production were fragmented, meeting-heavy and slow. Manual concepting and repeated clarifications delayed launch and risked missing market windows. The mandate: move quickly from insight to execution, with cultural relevance and measurable impact.

Solution

WPP Open used AI-driven project tools (Project Orchestration) and creative tools (Creative Studio) to optimise brief analysis, accelerate media planning and rapidly produce static and motion concepts, cutting production time by 50%. WPP Open’s strategic frameworks flagged emerging market opportunities. Built-in collaboration tools aligned stakeholders and reduced meeting overhead, improving agility.

Outcome

The pilot saved over 70 hours across strategic and creative tasks, eliminated 3–5 meetings per campaign and cut conceptual ideation time by over 50%. Employee satisfaction 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.

“The team is very very happy to use WPP Open, as it helps reduce workload and allows them to be more strategic.”