India is the first market to launch Data Alliance in the Asia Pacific region, and follows the April opening of an office in South Africa.

Data Alliance in India is supported by GroupM (Mindshare, Maxus, MEC, Mediacom, Motivator, Xavis and Madhouse), Kantar (IMRB, Millward Brown, TNS and Worldpanel), Wunderman and Ogilvy. These companies will partner on projects to enhance the use of data across WPP solutions.

Anas Ghazi, director of global partnerships at Data Alliance and Tushar Vyas, chief strategy officer, GroupM South Asia will drive the India operation while a local team is set up.

“We are thrilled to help bring Data Alliance to India,” said Vyas. “Data is forming the foundation layer of smarter decision-making and with strong emergence of digital channels data is becoming an increasingly critical part of the conversation with our clients.

“Data Alliance is a powerful way to help us shape the market and provide competitive advantage to all our clients across a very broad range of data requirements.”