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.
MAM
Collective Artists Network reshuffles talent leadership
Fiona D’Souza, Jinal Jhaveri and Arjun Banerjee take expanded roles in core division.
MUMBAI: Collective Artists Network just handed the talent baton to its homegrown stars because when your agents have been building careers this long, it’s time to let them run the show. Collective Artists Network has announced the next phase of leadership for its talent management business, elevating senior agents Fiona D’Souza, Jinal Jhaveri and Arjun Banerjee to expanded roles within the division. The move strengthens the company’s foundational talent arm while it continues to grow into content creation and production-led ventures.
Each of the three has played a significant part in shaping artist careers across films, digital platforms and brand partnerships. Together they now represent the next generation of leadership for Collective’s talent operations, with a continued focus on long-term career building, strong partnerships and adapting representation to a fast-changing media landscape.
Collective Artists Network founder and Group CEO Vijay Subramaniam remains actively involved in guiding artist strategy and key relationships. He said, “Talent management has been the foundation on which Collective was built, and that philosophy continues to guide how we grow the company. As we enter this next phase, it’s important that the people leading this business have both deep context and long-term convictions.”
Collective Artists Network partner and head of talent Janahavi Rawal added, “Collective’s talent business has always been built on trust, long-term thinking, and a deep understanding of where artists want to go next. Fiona, Jinal, and Arjun have each played an important role in shaping the careers of the artists we represent, and this phase is about empowering our senior agents further while building the right support systems around them.”
The leadership evolution reflects Collective’s belief in promoting from within and creating clear ownership across verticals. In a talent world where yesterday’s agent is tomorrow’s partner, Collective isn’t just reshuffling chairs, it’s handing the spotlight to the people who’ve been quietly directing the show all along.
