WPP has announced a global partnership with Roblox, enhancing their collaboration on interactive brand content and advertising. This alliance aims to leverage Roblox as a media channel to engage Gen Z, who spend significant time on immersive platforms.
With nearly 80 million daily active users, the partnership will focus on various initiatives, including Roblox sprint days and a joint advisory council for 3D measurement and education. WPP will join the official Roblox Partner Program, aiming to establish a long-term measurement relationship and innovate creative uses of the platform.
The collaboration also includes a pioneering certification program for marketers, enhancing expertise in Roblox’s ecosystem. Both companies will host client sprint days to foster creative activations.
WPP’s Chief Creative Officer Rob Reilly highlighted the potential for brands to engage with younger audiences creatively, while Roblox’s VP Stephanie Latham emphasized the opportunity to push brand creativity on the platform. GroupM’s Andrew Meaden noted the partnership’s importance in shaping media investment and brand engagement in virtual spaces.