WPP's Quisma set to launch in UK/US

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Quisma: launching in UK and US
Quisma: launching in UK and US

WPP is to launch its Germany-based online agency Quisma globally in 2011, starting with shops in the UK and US in the second half of the year.

The Quisma network will form part of the new agency group Tenth Avenue, which WPP unveiled in January.

Tenth Avenue will combine Quisma, which specialises in performance-based online activity including search, with the outdoor specialist Kinetic, the mobile agency Joule and the branded content distribution company Spafax.

Rupert Day, the former Group M global chief operating officer and chief executive of Tenth Avenue, said WPP is looking to offer a "performance solution" in the UK.

He added: "Not all clients need a performance agency but they work for many, such as e-retailers and other direct sales-focused clients. The difference is that a media agency buys and sells views, whereas a performance agency buys views and sells outcomes."

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