{"id":242919,"date":"2026-06-23T12:30:44","date_gmt":"2026-06-23T10:30:44","guid":{"rendered":"https:\/\/ipmark.com\/?p=242919"},"modified":"2026-06-23T14:36:38","modified_gmt":"2026-06-23T12:36:38","slug":"meta-elige-a-wpp-para-testar-su-nueva-solucion-creativa","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=242919","title":{"rendered":"Meta elige a WPP para testar su nueva soluci\u00f3n creativa"},"content":{"rendered":"<p><strong>WPP ampl\u00eda su alianza estrat\u00e9gica con Meta. El grupo publicitario se convertir\u00e1 en el primer socio publicitario en probar la nueva soluci\u00f3n creativa de la compa\u00f1\u00eda tecnol\u00f3gica, una herramienta dise\u00f1ada para ayudar a las marcas a analizar, optimizar y mejorar el rendimiento de sus creatividades en las plataformas de Meta.<\/strong><\/p>\n<p>La soluci\u00f3n, todav\u00eda en fase de pruebas, se integrar\u00e1 directamente en<strong> WPP Open<\/strong>. Permitir\u00e1 analizar el rendimiento de los anuncios, detectar qu\u00e9 creatividades funcionan mejor y generar nuevas propuestas con inteligencia artificial, manteniendo la identidad de cada marca.<\/p>\n<p>La alianza responde a la creciente <strong>presi\u00f3n sobre los anunciantes para adaptar y optimizar sus activos creativos en entornos digitales de alta escala.<\/strong> Seg\u00fan datos facilitados por la compa\u00f1\u00eda, en el primer trimestre de 2026 las impresiones publicitarias globales en Meta crecieron un 19%. Adem\u00e1s, m\u00e1s de 3.500 millones de personas utilizan cada d\u00eda al menos una de sus aplicaciones.<\/p>\n<p>La integraci\u00f3n permitir\u00e1 a los<strong> equipos creativos y de medios trabajar en un mismo entorno<\/strong>, cerrando la distancia entre el an\u00e1lisis de resultados y la toma de decisiones creativas. La herramienta contar\u00e1 con un espacio dedicado a estrategia y optimizaci\u00f3n creativa, pensado para traducir los aprendizajes de campa\u00f1a en decisiones en tiempo real.<\/p>\n<p>Entre sus capacidades figura tambi\u00e9n la denominada <strong>brand memory<\/strong>, una funcionalidad que aprende de la identidad, el tono y los activos existentes de una marca para aplicarlos en la generaci\u00f3n de nuevas creatividades. El objetivo es facilitar la producci\u00f3n a escala sin perder consistencia de marca.<\/p>\n<p>Meta est\u00e1 probando actualmente esta experiencia con <strong>WPP y Unilever<\/strong>, con planes de despliegue en los pr\u00f3ximos meses.<\/p>\n<h3><strong>Unilever, primer anunciante<\/strong><\/h3>\n<p><strong>Unilever<\/strong> ser\u00e1 el primer anunciante en acceder a la integraci\u00f3n en fase beta. La compa\u00f1\u00eda participar\u00e1 en las primeras etapas de desarrollo del producto, con capacidad para influir en su evoluci\u00f3n y adaptaci\u00f3n a las necesidades de las marcas.<\/p>\n<p>Selina Sykes, global <em>vp, digital, social and AI transformation, beauty &amp; wellbeing<\/em> de Unilever, ha se\u00f1alado que <strong>el futuro de la publicidad se sit\u00faa \u201cen la intersecci\u00f3n entre creatividad y tecnolog\u00eda\u201d<\/strong>. Para la directiva, participar desde el inicio en la nueva herramienta de Meta junto a WPP permitir\u00e1 a sus marcas \u201cmoverse m\u00e1s r\u00e1pido, crear de forma m\u00e1s inteligente y conectar con los consumidores de manera m\u00e1s eficaz\u201d en las plataformas donde pasan su tiempo.<\/p>\n<p>Por su parte, Nick Baughan, <em>director of global agencies<\/em> de Meta, ha subrayado que <strong>los equipos creativos no deber\u00edan esperar a los informes finales para saber qu\u00e9 est\u00e1 funcionando<\/strong>. La integraci\u00f3n busca llevar la inteligencia creativa de Meta directamente a las herramientas que ya utilizan los equipos de WPP, reduciendo la distancia entre insight y acci\u00f3n.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La herramienta, actualmente en fase de test, se integrar\u00e1 en WPP Open y permitir\u00e1 a las agencias del grupo analizar el rendimiento creativo, generar nuevos conceptos y optimizar campa\u00f1as con IA. Unilever ser\u00e1 el primer cliente en acceder a la beta.<\/p>\n","protected":false},"author":30,"featured_media":242925,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[56],"tags":[2114,2077],"class_list":["post-242919","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agencias","tag-creatividad","tag-inteligencia-artificial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>WPP probar\u00e1 la nueva soluci\u00f3n creativa de Meta integrada en WPP Open<\/title>\n<meta name=\"description\" content=\"WPP ser\u00e1 el primer grupo publicitario en probar la nueva soluci\u00f3n creativa de Meta, integrada en WPP Open, con Unilever como primer anunciante en fase beta.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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