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.
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Havas Media Network India names Archana Aggarwal chief growth officer
The appointment comes as the network accelerates its integrated, data-led push across one of its top ten global markets.
MUMBAI: Havas Media Network India is moving fast, and it wants someone who can move faster.
The network has appointed Archana Aggarwal as chief growth officer, tasking her with driving the new business agenda and deepening client partnerships across Havas Media, PivotRoots, Havas Play and Arena Media. Based in Gurugram, she will report to Mohit Joshi, chief executive of Havas Media Network India.
Aggarwal arrives with more than two decades of media and marketing experience, most recently as vice-president of media at Airtel, where she led integrated media strategies tied to shifting consumer behaviour and business outcomes. Before that, she worked across some of the world’s most demanding marketing accounts, including P&G, Unilever, L’Oréal, Coca-Cola, the Diamond Trading Corporation and Airtel, spanning FMCG, telecom and the broader marketing ecosystem. She is noted for her command of emerging platforms, including connected TV, AI and the metaverse.
Rana Barua, group chief executive of Havas India, South-East Asia and North Asia, framed the hire as timely. “India continues to be a critical market for Havas globally and is among our top ten markets worldwide,” he said, noting strong momentum across the network’s integrated model and growing client partnerships. “Archana’s appointment comes at a pivotal time as we continue to scale our capabilities and accelerate growth.”
Joshi was equally direct. “Her deep understanding of consumer behaviour and proven ability to translate insights into business outcomes will be instrumental as we continue to scale our integrated, data-led capabilities across agencies,” he said.
Havas Media Network India currently serves more than 100 clients and employs over 1,000 professionals across Gurugram, Mumbai and Bengaluru. The network’s growth engine runs on Converged.AI, its proprietary operating system that brings together data, technology and human insight under the global vision of “Growth Powered by Desire.”
Aggarwal, for her part, called the opportunity compelling. “The chance to drive growth across a diverse and integrated ecosystem is exciting,” she said. “I look forward to working with the teams to deliver meaningful impact for clients.”
In a market where media fragmentation is accelerating and clients are demanding cleaner proof of return, Havas has hired someone who has sat on both sides of the table. That, in itself, is a statement of intent.
