Wunderman Thompson UK has won the WPP Open Data and AI Community Data Challenge for 2022, an annual data challenge for agencies within the WPP group. The challenge this year invited WPP companies to visualise data from This Year Next Year (TYNY)— GroupM's 2022 global media and marketing forecast—and present it in a way that is enlightening and engaging for clients.
Ten WPP companies participated in the challenge, of which the Wunderman Thompson UK team was the only one that is not a media company. As an integrated marketing agency, Wunderman Thompson harnessed its strengths in data to build out the data story as well as creative skills to design the visuals and create the video.
The submission from Wunderman Thompson used the Flourish visualisation tool to create interactive visuals, which were then spliced together in a scrollable format using a tool called Scrollytelling. Users can scroll through the insights and view popup commentary. Visual elements include bar chart races, 3D projection maps, forecast lines and coloured bubble charts.
Judged in two rounds, the award assesses entries for:
- Relevance and potency of data insights communicated
- Interpretability, creativity and innovation of visualisations
- Ability for code to be reused for future TYNY forecasts
- Whether data teams worked with a colleague from a creative discipline
"All the judges felt that Wunderman Thompson’s submission stood out creatively and referenced the fantastic use of all the Flourish capabilities. In the presentation, both Stephan and I were wowed by the team’s confidence, particularly in response to detailed questions and comments," said Di Mayze, Global Head of Data and AI at WPP and judge of the final round.
Stephan Pretorius, WPP CTO and a judge of the final round, said: "I loved it. We all did"
In delivering this work, the team had to collaborate across disciplines such as CRM, analytics, data strategy and creative to find the insights and stories within the data. The award highlights Wunderman Thompson’s capabilities as the go-to data agency for any company that wants to drive meaningful value from its data assets.
Huge congrats to the winning team:
Lucile Ripa - Head of Analytics and Data Science
Filip Kutinski - Lead Analyst
Jessie McGrath - Data Strategy Manager
Sneha Sagar - Senior Data Analyst
Zeinab Sunabara - Data Analyst
Sandra Hiralal - Senior Motion Designer