WPP Open is WPP’s agentic marketing platform, used by WPP’s own agencies for their clients and, through WPP Open Pro, sold to brands as self-serve. We found no route for an independent agency to license it. Multiply is the operating system an independent can own: a workspace per client, agents built around its process, and no network agenda.
Multiply is an agency operating system. Every client gets a workspace that keeps its briefs, files and call transcripts together, and three always-on agents (Account Manager, Planner and Project Manager) work from that context, on a schedule as well as on request.
Choose Multiply when you are independent and want a platform you own.
WPP Open connects strategy, creative, production and media for WPP and its clients. Open Intelligence, its “large marketing model”, draws on 350+ data partners, and Agent Hub carries agents built on WPP’s own IP, such as BAV and Ogilvy’s behavioural science.
Choose WPP Open when you are a WPP client or work inside the network.
The data row is conceded plainly, because pretending otherwise would make the rest untrustworthy. An independent trades the network’s data scale for independence and a process of its own.
| Multiply | WPP Open | |
|---|---|---|
| Who can use it | MultiplyYesAny agency or in-house team. | WPP OpenNoWPP’s agencies and clients. Open Pro is sold to brands, self-serve. |
| Who it works for | MultiplyThe agency, for its clients. | WPP OpenWPP, and brands that want to run campaigns without an agency. |
| Proprietary data at scale | MultiplyNoNo. Your clients’ own context instead. | WPP OpenYesOpen Intelligence, BAV and 350+ data partners. |
| Media and production | MultiplyNoNot a media-buying or production tool. | WPP OpenYesProduction Studio, Open Media Studio and direct publishing to ad platforms. |
| Adapts to your process | MultiplyYesAgents built around your own frameworks, shared across the team. | WPP OpenPartlyBuilt around WPP’s frameworks and agents. |
| Client workspaces | MultiplyYesA workspace per client, with its calls, files and context. | WPP OpenPartlyRuns in each client’s environment; workspace structure isn’t published. |
| Scheduled work | MultiplyYesWorkflows run daily, weekly or monthly, and every client gets weekly brief proposals and client news. | WPP OpenPartlyAgentic workflows; scheduling isn’t documented publicly. |
| Security | MultiplyEU data residency. Works in line with GDPR, SOC 2 and ISO 27001; not certified yet. | WPP OpenSOC 2 Type I; ISO 27001 in progress. |
| Price | MultiplyTailored to the size and shape of your team, set after a walkthrough. | WPP OpenNot published; sold through a demo. Open Pro is reported as an access fee plus usage. |
| Independence | MultiplyYesIndependent, with no media agenda. | WPP OpenNoOwned by WPP. |
WPP Open facts come from its own pricing, help, trust and press pages, checked on 29 October 2026. Prices are in US dollars before tax. Both products change quickly: if something here is out of date, tell us and we will correct it.
Client context, agents and accumulated knowledge belong to the agency. That matters most exactly when you would rather not depend on anyone else’s roadmap.
Context flows downLearnings flow back up
WPP Open Pro, launched in October 2025, lets brands plan, create and publish campaigns without a full-service agency. For an independent, that is pressure from above and below at once.
The answer is being visibly better at the client work: knowing the account, moving first and delivering on time. That is an operations problem, and the one Multiply is built for.
A network platform standardises the work onto the network’s frameworks. That is efficient inside the network, and the opposite of why clients hire an independent.
In Multiply, agencies build agents around their own frameworks and share them across the team, so an improvement made once reaches every account. Manifest, a UK agency, built agents for creative work, QA, admin, research and reporting this way.
“It has already had a profound effect on not only the efficiency but the efficacy of our work at Manifest.”
“Multiply works great. The real power of Multiply lies in having a shared place for the entire organization and the team. The UX is very inviting and straightforward, and as someone who does a lot of research and tests different strategic angles, I find that I get good results.”
“Multiply helps us quickly identify which customers to prioritise and why. This has saved me hours of research time…”
“The platform automatically uses the relevant agents, which makes our life quite easy.”
If you are weighing this against a network platform, the walkthrough is worth having with your leadership in the room.
We found no route to. WPP describes two editions: Enterprise, delivered by WPP’s own people, and Open Pro, for brands that want to work without a full-service agency. That makes Open Pro a competitor to the independent agency rather than a tool for one.
On the operating layer (client context, agents, workflows, delivery), that is what we build. On proprietary audience and behavioural data at holding-company scale, no, and nobody outside a holding company has that. Independence and a process of your own are the trade.
Publicis, Omnicom, Dentsu, Havas and Stagwell all run comparable platforms, and each is tied to its network’s media and data. The argument is the same for every one of them.
WPP doesn’t publish prices for either edition; both are sold through a demo, and Open Pro was reported in October 2025 as an access fee plus usage. Multiply is priced for the size and shape of your team after a walkthrough.
The same argument from a different angle: a network platform comes with a network’s agenda. See Multiply for marketing teams.
WPP Open has completed SOC 2 Type I and is working towards Type II and ISO 27001. Multiply works in line with GDPR, SOC 2 and ISO 27001, monitors compliance continuously, keeps data in the EU and isn’t certified yet. More on our security page.
Bring a live account and your leadership team. We will show you what it looks like on your own work.
