South Africa, Sept. 23 -- WPP's How Humans Decide research, conducted with Oxford University's Said Business School across 1.2 million consumer purchase journeys, found that media and marketing plans that lead with earned influence are nearly three times more effective than paid media alone in converting consumers to purchase.

As earned influence and algorithmic discovery increasingly shape how people discover and choose brands, Devon's Point bridges production and media under one roof, connecting creator-led content directly to WPP's influence planning and media capabilities through WPP Open.

The UK's creator economy is now worth over £1.2bn and growing at 26% year on year (IAB UK, 2026), making it one of the fastest-growing parts...