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WPP launches data outfit in India

Martin Sorrell, CEO, WPP

Martin Sorrell, CEO, WPP

Advertising conglomerate WPP Plc is launching The Data Alliance, a cross-organisational company that oversees data relationships and group-level access, in the country.

In fact, India is the first market in the Asia Pacific region where The Data Alliance has been unveiled.

“Traditionally, the biggest differentiator between agencies has been the people they employ. Increasingly, content and technology are also becoming important differentiators and so data is core to what we do for clients here,” Martin Sorrell, CEO of WPP, said on the sidelines of a news conference today.

The Data Alliance will be a Mumbai-based operation supported by GroupM (Mindshare, Maxus, MEC, Mediacom, Motivator, Xaxis and Madhouse), Kantar (IMRB, Millward Brown, TNS and Worldpanel), Wunderman and Ogilvy.

The Data Alliance leverages a global network of leaders in market research, analytics, CRM, media and digital to address client needs. It collects and curates case studies, operates a community of data experts, sources webinars and hosts events for WPP group entities.

Geometry Global-Encompass Network
Further, the group has aligned two of its experiential marketing outfits – Geometry Global and Encompass Network-under a single brand called Geometry Global-Encompass network. The new brand will offer experiential marketing services across multiple touch points, as per a press statement.
The management and advisory board of Geometry Global-Encompass network will comprise of senior executives from J Walter Thompson, Ogilvy & Mather, Encompass and Geometry Global. Its business will be aligned with J Walter Thompson South Asia.

Setup in 2008 as an events specialist by Roshan Abbas and Sukrit Singh, Encompass was acquired by WPP in 2008 and aligned with J Walter Thompson, WPP’s Indian advertising operations. Geometry Global was known as OgilvyAction till recently.

“Today, Geometry Global is working with some of the world’s best brands in almost 60 markets around the world. Through this collaboration in India, we are following up on one of our key global objectives of offering…experiential services that can help our clients sell more,” Sorrell added.

WPP’s Cohn & Wolfe recently acquired a majority stake in public relations agency Six Degrees PR and its content and integrated marketing subsidiary Alphabet Consulting.

The $19 billion WPP is one of the largest marketing and communications conglomerates globally. It generates under $600 million in revenue from India.

The 190,000 employee strong group owns companies in advertising, media investment management, data investment management, public relations and public affairs, branding and identity, healthcare communications, direct, digital, promotion and relationship marketing and specialist communication. J Walter Thompson, Ogilvy & Mather, Grey Group, Kantar Media, Burson Marsteller, GroupM, Encompass, Mediacom and Millward Brown are some of the well known names from the WPP stable.