Social networking site Twitter and global marketing services group WPP have announced a global strategic partnership. The deal will see digital, media and insights agencies within the world’s largest agency group collaborate with Twitter on ‘data investment management,’ media investment and social.

An announcement from WPP said the deal reinforces the group’s commitment to cement its position in data-driven marketing, and WPP boss Sir Martin Sorrell says the social network’s function as a “window into consumer attitudes and behaviour” makes its data a key ingredient in communications.

As part of the deal, led by WPP’s Data Alliance, WPP companies from a variety of disciplines will increasingly leverage Twitter data to deliver more effective campaigns, enhanced targeting and real-time insight to clients.

The partnership will see the launch of new data products and services, the integration of Twitter data into key WPP media and analytics platforms, training for staff in the application of these new capabilities and a partnership approach to key clients and markets.

It will also help develop GroupM client investments on Twitter’s platform, particularly in key markets where the service has experienced rapid user growth in recent years, including Western Europe, Japan, Turkey, Mexico and Brazil, in addition to the United States.

Sir Martin says 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,” Sir Martin says.

Dick Costolo, CEO of Twitter, points out that as Twitter has grown, marketers are leveraging the platform for brand insights, real-time messaging, and customer research. “This partnership will benefit clients by pairing Twitter with WPP’s world-class analytics, targeting, and creative capabilities,” he says.