Cint, WPP Media LATAM Partner to Advance Brand Impact Measurement
Through this collaboration, WPP Media LATAM’s clients will gain access to a consistent, scalable framework to evaluate the effectiveness of WPP Media’s Advanced solutions.
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Cint, the technology company behind continuous research and brand impact measurement, has announced a strategic partnership with WPP Media Latin America to help measure the impact of WPP’s media solutions on clients’ brand goals, including awareness, consideration, recall, and beyond.
This partnership is designed to address one of the advertising industry’s most persistent challenges: fragmented measurement across platforms, channels, and markets.
More importantly, it enables a shift from traditional media metrics to true brand impact measurement—moving beyond clicks and CTR toward meaningful outcomes.
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Through this collaboration, WPP Media LATAM’s clients will gain access to a consistent, scalable framework to evaluate the effectiveness of WPP Media’s Advanced solutions, including Advanced TV, Advanced Video, Advanced Display, Advanced Audio, and more—within an all-inclusive, cost-efficient model.
The solution is currently available in Mexico and will soon expand to Chile and the United States (for clients served through our Miami offices) as part of its regional growth strategy, with Colombia, Brazil, and Argentina to follow.
The initiative will support multi-market deployment, unified brand KPI structures, standardised onboarding, agency training, and scalable measurement infrastructure across WPP Media Solutions LATAM teams and client accounts.
“We at WPP Media Latin America are obsessed with delivering value to our clients’ business goals, so we are committed to contributing to move the industry from CTR to awareness, from reach to quality, from sales to incrementality,” said Javiera Betancourt, Regional Solutions Design & Innovation Lead at WPP Media Solutions Latin America.
“Through our partnership with Cint, we are delivering value to our clients’ business through a more effective brand impact measurement approach that helps our teams and brands better understand WPP’s advanced solutions impact across markets and optimise them while campaigns are still live.”
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Through Cint’s brand measurement capabilities, agency teams can access daily dashboard refreshes, ongoing exposure and survey matching, continuous KPI updates during live campaigns, and downloadable reporting exports, including PowerPoint, Excel, and CSV formats.
This gives teams earlier visibility into brand effectiveness trends, helping them compare results across Advanced Solutions, identify underperforming areas, and make faster decisions before campaigns have concluded.
The partnership also includes access to Luci, Cint’s AI insights manager, to support faster, data-driven analysis and help teams translate campaign measurement into more actionable insights.
“Brand measurement is becoming increasingly important as advertisers look for a clearer view of how media is performing across platforms, formats, and markets,” said Laura Manning, SVP of Measurement at Cint.
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“Our partnership with WPP Media Solutions LATAM is focused on giving teams the infrastructure, insights, and speed they need to evaluate campaign effectiveness in a more consistent way. By supporting AI-driven analysis, we are helping agencies and advertisers make measurement more actionable across the region.”
The partnership will focus on organisational adoption across WPP Media Solutions LATAM through cross-agency education programs, measurement enablement workshops, internal training sessions, and regional certification-style programs.
Over time, the partnership is expected to bring more brand and business effectiveness measurement, co-building more ways to measure brand impact towards sales, DOOH, geolifts, among others, WPP Media Solutions outcomes.
