WPP to merge G2 with OgilvyAction

WPP is understood to be holding discussions about merging its integrated agency G2 into Ogilvy Group.

Heineken: G2 Joshua client
Heineken: G2 Joshua client

The marketing giant is thought to be in talks about merging G2, known as G2 Joshua in the UK, with the specialist marketing agency OgilvyAction, which focuses on shopper, experiential and promotional marketing.

According to industry sources, the partnership has been in discussions for some months but has consistently been delayed. The newly merged agency would be expected to sit within Ogilvy Group and take a new name, which would still include the Ogilvy brand.

Sarah Todd, the newly appointed chief executive of G2 Joshua, is likely to remain within the agency.

G2 Joshua, whose clients include Heineken, Mondelez International and Coca-Cola, sits within WPP’s Grey Group, but a merger with the sister shop Grey has been ruled out owing to client conflict, according to insiders.

A merger between G2 and OgilvyAction would result in a stronger combined digital offer.

An Ogilvy spokeswoman denied discussions about a merger were taking place between G2 and Ogilvy Group.

A statement added: "There are, however, ongoing discussions between G2, Ogilvy and other WPP companies about collaborating in a number of strategic areas."

Topics

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Omnicom shuts M2M in UK after account losses
Share

1 Omnicom shuts M2M in UK after account losses

Omnicom has shut its media agency M2M in the UK following a string of account losses and Alistair MacCullum, the chief executive of M2M, is stepping down.

Brands that forge an emotional tie are best protected from copycats
Shares0
Share

1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

Just published