Wunderman Global CEO Mel Edwards (left) will assume the same in the new agency, while J Walter Thompson, Executive Director, Tamara Ingram (right), will become president Photo provided by WPP
The WPP Group advertising group announced Monday that it was going to merge the venerable J. Walter Thompson's creative store with the Wunderman, focused on direct marketing and data, to form a new agency offering complete solutions ". … on a global scale. "
"Wunderman Thompson is a great combination," said Mark Read, CEO of WPP, "bringing together the capabilities required by our customers – award-winning creativity and in-depth expertise in the areas of technology, data and commerce – within from one and the same company. "
Data before creation. Leader with the Wunderman brand, whose roots in direct marketing are far less glamorous than the creative brand of Mad Men, J. Walter Thompson, says a lot about how WPP seeks to position itself for its customers – it wants to be creative, but motivated by data rather than nebulous "big ideas".
"To achieve transformative results, today 's customers need an inspiration based on data," said Mel Edwards, the current CEO of Wunderman, who will occupy the same title in the new agency. "Wunderman Thompson delivers exactly what customers want: brilliant creativity, sophisticated data expertise and sophisticated technology skills."
What Does It Mean for Traders The reorganization highlights the need to focus on marketing technology in today's marketplace. Noting the profound influence of technology on marketing, WPP announces "close and long-standing partnerships with Adobe, Amazon, Google, IBM, Microsoft, Salesforce and SAP". In recent months, Wunderman has strengthened its technology portfolio with two acquisitions: Emark, a Dutch martech company, and the Amazon 2Sales consulting firm, which help brands maximize their partnerships with the online retail giant.
Edwards has just been named Wunderman's global CEO in September, but previously served as CEO in the UK and EMEA regions. Tamara Ingram, CEO of J. Walter Thompson, will assume the role of President of the new agency.
Wunderman Thompson, expected to be "fully operational" early next year, will employ 20,000 people and be present in 90 markets. They already share several customers, explains WPP, and the agencies' websites present work for brands such as Coca-Cola, Shell, Nestle, Samsung and ING.
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