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Choreograph: WPP's Stealth Data Behemoth
The $25M revenue engine quietly powering the world's biggest ad spend
Most marketers have never heard of Choreograph, yet it orchestrates billions in global ad spend. This isn't another martech startup—it's WPP's data fortress, built to dominate the entire marketing cycle through raw computational power.
"They're not selling software—they're selling velocity at enterprise scale."
The WPP Advantage
Born inside the world's largest communications group, Choreograph inherited WPP's client relationships and data pipes on day one. While startups beg for enterprise pilots, they already had Unilever, Ford, and P&G in their DNA. This isn't a go-to-market strategy—it's a cheat code.
The Revenue Story
With $25.3M in revenue and just 101 employees, Choreograph achieves $250K revenue per employee—exceptional efficiency for a data company. This lean structure suggests they're either pre-scale or deliberately optimized for margin over headcount growth. Given WPP's backing, it's likely the latter: a precision instrument, not a land grab.
Their tech stack reveals the playbook: jQuery, GSAP, Tailwind, and Splide for performance-obsessed frontends; Google Analytics and GTM for tracking rigor; Zendesk for enterprise-grade support. This isn't bleeding-edge Silicon Valley engineering—it's battle-tested, reliable infrastructure built for uptime and scale.
- Chief Technology Officer David Spencer leads a team built for engineering depth over marketing flash
- Google Partnerships EVP Liza Nunes signals deep integration with the ad ecosystem's backbone
- Dual VP of Growth roles (Heffernan & Hafer) indicate aggressive expansion into new verticals
The Verdict: Infrastructure, Not Innovation
Choreograph wins by being the invisible plumbing for WPP's empire. They're not disrupting marketing—they're standardizing it at planetary scale.
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Welcome To Choreograph.com, WPP’s global data company
Choreograph is WPP’s global data and technology company, building the fastest, most connected platform across the entire marketing cycle.
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Choreograph is WPP’s global data and technology company, building the fastest, most connected platform across the entire marketing cycle.
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