WPP Media and Pinterest are bringing one of the internet’s most powerful cultural signals directly into the planning stack.
In a new partnership, WPP Media has become the first agency to integrate Pinterest Trends via Pinterest’s application programming interface.
600 million people come to Pinterest each month and make over 80 billion monthly searches, giving Pinterest a uniquely predictive view into what people are planning to do, make, buy, and try next. Now, that intent-rich signal is informing media decisions at scale inside WPP’s Open, a platform already used by thousands of practitioners across WPP agencies. Coming right on the heels of the Pinterest Predicts 2026 report (released last week), this new integration makes cultural insight an always-on capability inside one of the industry’s most advanced media platforms.
WPP Media has integrated Pinterest’s Trends into WPP Open, its proprietary end-to-end planning, activation and measurement platform, via the Pinterest API. As the first agency with a bespoke Pinterest Trends integration via the API, WPP Media is giving brands always-on access to what’s emerging, not just what already happened.
At Pinterest, people show up early in their journey, before they’ve decided what to buy or which brand to choose. That creates a uniquely powerful signal. Through this integration with WPP Open, we’re bringing that predictive insight right into the tools where planners work every day, so brands can respond to culture as it evolves with more relevant ideas, creative and media.
– Soniya Monga, Global Head of Agency Partnerships, Pinterest
The Pinterest Trends API allows agencies, enterprise clients and partner platforms integrate Pinterest’s trends directly into their own systems. For WPP, that means Pinterest’s real-time view of culture now lives at the core of WPP Open’’s Strategic Insights module, seamlessly connected to Discovery, Planning, Activation and Measurement (DPAM) workflows across WPP agencies.
With Pinterest Trends inside WPP Open, WPP Media teams and clients can:
- Plug directly into real-time cultural intent: Access Pinterest Trends in the WPP Open console, where planners already work, without manual exports or extra tools. Search interest, momentum and seasonality are visible in one place, making it easier to see which ideas, themes or products are about to break through.
- Design truly insight-led, cross-platform campaigns: Use Pinterest’s search volume, trend evolution and seasonal patterns to guide media mix, messaging and flighting across channels, not just on Pinterest. The result: more coherent, timely stories that mirror how people actually plan and discover.
- Refine audience and creative strategy with precision: Filter Pinterest trends by moments, categories, demographics and emerging trend types to build sharper audience narratives. These insights directly inform creative platforms, targeting strategies and audience plans.
- Activate and optimize in a closed loop: Because Pinterest Trends is embedded in WPP Open’s end-to-end workflow, WPP Media teams can push trend-informed strategies straight into campaign setup, then measure performance and feed learnings back into future planning, creating a continuous improvement loop powered by real consumer intent.
With culture moving faster than ever, marketers can’t afford to plan in hindsight. By bringing Pinterest Trends into WPP Open we’re systematically wiring a predictive cultural signal into how WPP Media plans, buys and optimizes for our clients globally.
– Amanda Grant, EVP, Global Head of Data & Partnerships, WPP Media
