WPP, the world’s leading communications services group, has merged its wholly owned subsidiaries, OgilvyAction and G2, to form a company within the Group that becomes the largest and most geographically complete activation agency in the world. Together they bring complementary expertise in consumer activation, trade marketing, shopper marketing, one-to-one marketing and digital activation. The geographic footprint of each agency is complementary with each other, and a major purpose of the new organization will be to drive these disciplines more strongly into emerging markets.
The decision demonstrates WPP’s commitment to activation and shopper marketing, areas that are becoming increasingly important to clients. The company will work closely with The Store, WPP’s global retail practice, which last year brought together the specialist resources of over a dozen WPP companies to create The Shopper Marketing Store, an offer that harnesses and provides easy access to world-class agencies and experts in the field via a single web portal. www.wpp.com