Following in the footsteps of WPP's bespoke Team HSBC, Team Unilever and Team Vodafone units, the chief executive, Sir Martin Sorrell, plans to roll out a similar service for other clients.
Sorrell told Campaign: "We've appointed about 20 team leaders and we'll cover our top 30 clients, which account for about a third of our business."
The move follows group estimations that more than 35 per cent of new assignments in the last year were generated through the joint development of opportunities by two or more group companies.
Other ad groups are also experimenting with working together to build bespoke ad solutions for clients. Earlier this month, Euro RSCG 4D, Arnold and SapientNitro announced that they are joining forces to launch Team Volvo, an advertising unit for the car manufacturer. It will be headed by Jorian Murray, the founding partner of Dye Holloway Murray.
WPP created its Team HSBC in 2004 when it landed the global advertising business from Lowe. JWT took the lead agency status alongside Group M's Mindshare handling media and Red Cell/Berlin Cameron, which also worked on the account.