MAM
WPP plugs into YouTube to power data-driven creator marketing at scale
LONDON: WPP Media has deepened its partnership with Google, securing privileged access to YouTube’s creator and content insights to supercharge the group’s creator-led marketing play. The integration pushes WPP further into data-first territory, promising brands sharper targeting, cleaner measurement and creator partnerships that actually shift outcomes—not just impressions.
The new capabilities plug straight into WPP Open and Goat’s AI-driven tools, giving planners and influencer specialists real-time visibility into creator behaviour, audience affinities and emerging trends. By moving beyond vanity metrics and fragmented buying, WPP says brands will finally be able to match creators to campaigns with forensic precision across both paid and organic content.
Goat is among the first partners globally to complete integration of YouTube’s new API for brand deals, unlocking richer intelligence such as paid-versus-organic splits and deeper video-level analytics. That data now fuels WPP Media’s end-to-end planning and measurement stack, forming what the company claims is the industry’s most scalable and transparent creator media solution.
Chief executive of WPP Media, Brian Lesser, called the creator economy “one of the most dynamic forces in modern marketing”, adding that exclusive insight access gives clients “the confidence to invest boldly”.
Global president of Goat, Alex Burgess, said the integration addresses one of marketing’s biggest trust gaps by offering “a single, transparent view of performance”.
WPP’s bet is clear: creator marketing is growing up—and it wants to own the grown-up tools.
Brands
Wow! Momo launches Indian Momo League with city-themed cricket menu
Colourful, region-inspired momos turn match-time snacking into fan play
MUMBAI: Wow! Momo is serving up a fresh spin on cricket fandom this season with the launch of the Indian Momo League, a campaign that turns match-time snacking into a city-led celebration.
Timed alongside the ongoing Indian Premier League, the initiative introduces six city-inspired momo variants, each reflecting the flavour and personality of Kolkata, Chennai, Mumbai, Delhi, Bangalore and Hyderabad. Built around the idea “Har city ka apna momo”, the range uses natural colours and skips synthetic additives, giving fans a vibrant, edible way to back their teams.
From bold reds to electric blues, the momos are designed to stand out both on the plate and on social media feeds. The visual appeal is deliberate, turning everyday snacking into something shareable, playful and distinctly local.
To deepen the experience, the brand has rolled out IML Combos that bundle momos with fries and beverages, creating an easy, match-ready option for viewers at home or gatherings with friends. The campaign also adds a reward layer, with customers ordering these combos getting a chance to win match tickets, linking the living room to the stadium.
Adding to the competitive spirit, a live Momo Scoreboard tracks orders in real time across cities, allowing fans to see how their city is performing beyond the cricket field. The feature introduces a light-hearted rivalry, driven not by runs and wickets, but by bites and orders.
Speaking about the campaign, Wow! Momo Foods Pvt. Ltd. co-founder and CMO Muralikrishnan said, “With Indian Momo League, we wanted to make fandom more participative and personal. ‘Har city ka apna momo’ is our way of celebrating how every city experiences the matches differently, and bringing that emotion into something as simple and joyful as food.”
The campaign is being amplified through city-focused creatives, creator collaborations, in-store activations and real-time digital content, ensuring it stays closely tied to ongoing match conversations throughout the season.
With the Indian Momo League, Wow! Momo blends food, fandom and friendly rivalry into a format that feels both timely and distinctly Indian, proving that during cricket season, even snacks can take centre stage.
