WPP has announced a global partnership with Roblox, a leading gaming and creation platform, to advance brand engagement through immersive experiences.

This collaboration builds on years of joint efforts in developing interactive 3D brand content and advertising, aiming to deepen WPP’s expertise in utilizing Roblox as a new media channel.

Andrew Meaden, global head of investment at GroupM, highlighted the significance of the partnership, stating, “Roblox has transformed how young individuals engage with the world and discover new products and ideas. We are eager to partner with such a pivotal platform to redefine media investment, measurement, and brand interaction within virtual environments.”

As platforms like Roblox capture the attention of Gen Z, who spend millions of hours daily in digital worlds, WPP aims to leverage the immersive potential of gaming to unlock new opportunities for consumer engagement.

Rob Reilly, Chief Creative Officer of WPP, emphasized that Roblox provides an incredible opportunity for brands to engage creatively with a young and valuable audience.

The partnership includes joining the official Roblox Partner Program, where WPP will work directly with Roblox to establish a long-term measurement advisory relationship. Additionally, WPP will pilot a Roblox certification program for marketers to enhance their understanding of the platform’s ecosystem.

This training course will be available to both creative and media agencies, with WPP team members being the first to receive certification.

WPP plans to host client sprint days, bringing together experienced Roblox community creators and agency strategists to develop unique activations within a single business day.

This partnership builds on WPP’s prior work for global clients such as Adidas, Church & Dwight, Danone, Nickelodeon, and Paramount, positioning WPP to redefine brand engagement in the gaming landscape.