WPP Co-Founds New Cross-Industry Global Program to Drive Sustained Growth for Clients
May 01 2019 - 9:27AM
Business Wire
Institute for Real Growth launched at WPP event
in New York bringing together senior business leaders to discuss
findings of major new growth study
WPP (NYSE: WPP) today announced the formation of the
cross-industry Institute for Real Growth (IRG), the first program
of its kind to help Chief Marketing Officers and other senior
business leaders to drive more effective growth strategies.
The not-for-profit, independent Institute, co-founded by WPP
with Facebook, Google, Kantar, LinkedIn, the NYU School of
Professional Studies (NYUSPS), Saïd Business School at the
University of Oxford and Spencer Stuart, aims to help
organizations focus on sustained, long-term “real growth” by
equipping leaders with best practice approaches to their strategy,
structure, capability and leadership.
Participants in the program benefit from a curriculum approved
by the IRG Founder Advisory Board and will receive an NYU School of
Professional Studies Certificate of Completion in Real Growth
Leadership. The program comprises a series of workshops that
provide close collaboration with peers, the latest in-depth
research, world-class case studies, expert speaker insight and
individual coaching, personalized to each attendee’s leadership and
organizational business growth needs.
At the first in a series of IRG events, WPP shared new findings
from the largest and most comprehensive global study
differentiating growth overperformers from underperformers.
Speakers at the event in New York included co-founders Carolyn
Everson, Vice President of Global Marketing Solutions at Facebook,
Bethany Poole, Director of Ads Marketing at Google, Mike Romoff,
Head of Global Agency and Channel Sales at LinkedIn, Michael
Diamond, Academic Director of Integrated Marketing and
Communications at NYUSPS and Greg Welch and Tom Seclow, Consultants
at Spencer Stuart.
Over the last year, a team of 20 WPP strategists and consultants
interviewed around 500 senior business leaders and evaluated over
1,500 online survey contributions from 73 countries to identify
seven building blocks for real growth. The study also incorporated
an AI analysis of over 3,500 publications and a behavioural
analysis of LinkedIn data from over 800 million connections across
3 million employees.
Key findings from the global growth study revealed that:
- Growth overperformers expand the
definition of the market they compete in and offer ever-evolving
experiences to their consumers.
- Overperformers embrace a
“whole-brained” approach; unlocking the power of data with insights
and combining technology with creativity.
- Organizations that are more open and
better connected both internally and externally outperform their
competitors.
- Organizations that set
“humanized-growth” objectives – in terms of value to their
customers, their colleagues and their communities – can expect to
drive more sustained business growth results.
At the Institute for Real Growth’s first event hosted by WPP in
New York, Mark Read, CEO of WPP, said: “Clients tell us that
sustained top-line growth is their number one priority but they
face increasing challenges in delivering it.
“The results of our comprehensive global study confirm
that sustained growth requires the disciplined execution
of integrated strategies that combine data and technology with
human insights, creativity and innovation.
“The Institute for Real Growth brings together influential
partners to help organizations focus on long-term success, and
promotes winning approaches based on unrivalled knowledge and
expertise, academic rigour and transformative ideas.”
Carolyn Everson, Vice President of Global Marketing Solutions at
Facebook, said: “I’m honored to be a part of the IRG as it
gets right to the heart of what every leader is focused on: growth.
I applaud the IRG for endorsing a humanized-growth approach –
sustainable business results always start with people.”
Michael Diamond, Academic Director of Integrated Marketing and
Communications at NYUSPS, said: “The NYU School of Professional
Studies is grounded in applied research taught by a
distinguished practitioner faculty. We are delighted to collaborate
with the Institute for Real Growth to provide senior-level
marketing executives with the knowledge and insights they need to
succeed on a global scale.”
Marc de Swaan Arons, co-founder of the Institute for Real
Growth, said: “Together with my co-founder Frank van den Driest, we
have expanded on WPP’s global growth study to create an
industry-wide program that is focused on helping senior leaders
make better marketing decisions and influence better business
decisions. IRG is the only platform where growth leaders can learn
from world-class overperformers and topic experts and collaborate
with peers to solve their specific business growth challenges.”
The Institute for Real Growth is run by the same team that led
WPP’s Marketing2020 and Insights2020, two industry-wide studies
conducted by Kantar that featured in the Harvard Business Review
and identify how to organize marketing functions in a digital age,
as well as how to use the role of an insights function to help
drive customer-centred services.
About WPP
WPP is a creative transformation company. We build better
futures for our clients through an integrated offer of
communications, experience, commerce and technology. For more
information, visit www.wpp.com.
About the Institute for Real Growth
For more information on the Institute for Real Growth, visit
www.instituteforrealgrowth.com.
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version on businesswire.com: https://www.businesswire.com/news/home/20190501005630/en/
Niken Wresniwiro, WPP+44 (0)20 7282 4600 / +44 (0)7876 005
489niken.wresniwiro@wpp.com
Kevin McCormack, WPP+1 212 632 2239kevin.mccormack@wpp.com
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