WPP and Twitter today announced a strategic partnership that will expand collaboration between the two organisations. Covering data and analytics, media investment and social media, the agreement spans several WPP units - including GroupM, the world's leading media investment management company, Kantar, WPP's consumer insight business, and digital agencies such as Wunderman.

WPP, the world's largest advertising agency, will work with Twitter to extend the Group's lead in data-driven marketing. As part of the deal, WPP companies will increasingly leverage Twitter data across a number of important initiatives to deliver more effective campaigns, enhanced targeting and more real-time insight to their clients.

Sir Martin Sorrell, CEO of WPP, said: "Twitter?s relevance continues to grow - not only as a social platform, but also as a window into consumer attitudes and behaviour in real time. We are delighted to announce this very wide-ranging strategic partnership and to ensure that Twitter data is a key ingredient in many of our disciplines. We look forward to leveraging the platform in a variety of ways for our clients around the world."