The new company will be built around hubs in London, New York and Bangalore, serving the US, Asia-Pacific and Europe, the Middle East and Africa regions.
The consultancy is being formed out of existing parts of WPP, with between 85 per cent and 90 per cent of staff drawn from media, data, technology and marketing divisions in other firms within the group.
Though the company will be independent of other parts of the WPP group and will be paid independently on a consultancy basis by clients, European chief executive and chief operating officer Manjiry Tamhane said part of its aim was to help clients work more effectively with other parts of WPP.
“One of [WPP chief executive] Martin Sorrel’s desires is to have horizontality across WPP,” she said.
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