Kinetic is born out of outdoor merger

The outdoor company created by the merger of WPP's Portland Outdoor and the independent Poster Publicity Limited is to be called Kinetic.

Kinetic has been created as a joint venture between WPP and PPL's shareholders following a merger process that began last summer.

The Office of Fair Trading finally approved the merger last week, although Kinetic's shareholders are still seeking regulatory approval in world markets including Germany.

Mike Segrue, PPL's European managing director, said he expected the company to be a single entity by the summer. He claimed the name had not been finalised, but Kinetic was on the shortlist.

The new company's management structure is dominated by former PPL staff.

Paul Shearring of PPL will run the UK operation, while Portland's Alex Thompson will take on a Kinetic group role as the chief operating officer.

PPL's Eric Newnham and Mike Segrue will be the group chief executive and group client director respectively. Steve Ridley will run the US and Ron Graham will manage the Asian operation.