“We need to see what the purpose of Threads is and what it will serve in the marketplace,” Read added.

WPP has also announced a global partnership with Spotify that will allow the business to offer clients access to the platform’s ad products as well as gain access to its data in order to reach its audience worldwide.

That will see Spotify integrated directly into WPP’s own products and solutions, including data insights business Choreograph, while also developing thought leadership and training programs to produce digital audio creative for the streaming service.

“Audio is one of the most important connection points in marketing, which will give our client early access to products on their platform, and it also gives us and our clients insight into what’s going on at a time when we are all looking to build deeper, more personalized relationships. How we leverage and activate music will be very powerful,” Read said.