WPP to launch holding group Tenth Avenue

By Michael O'Neill, campaignlive.co.uk, Thursday, 27 January 2011 12:52PM

HONG KONG - WPP is set to launch a marketing services company under the name of Tenth Avenue, headed by the current COO of GroupM Worldwide Rupert Day.

WPP to launch holding group Tenth Avenue

WPP was not available to comment at the time of press, but it is understood that the enterprise will integrate a number of WPP’s mobile, experiential, event marketing, brand activation and out-of-home (OOH) communications under one strategic holding company.

As part of the new initiative, WPP's OOH media planning and buying company Kinetic Worldwide, which previously operated out of GroupM, will be folded into Tenth Avenue.

Kinetic, which has global billings of US$4.4 billion and operates in 39 offices in 21 markets worldwide, was launched in 2005, following the merger of Poster Publicity International with WPP's Portland International. The agency became 100 per cent-owned by WPP in December 2010.

A source told Campaign that the new arrangement would not change Kinetic’s relationship with GroupM, but would give the outdoor player access to new services and agencies, allowing it to offer clients a more integrated offering.

Earlier this month, WPP filed for registration of the Tenth Avenue trademark in the US. Full rollout of the company is expected soon.

Campaign Asia-Pacific

This article was first published on campaignlive.co.uk

X

You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs

  • Campaign Marketing Manager EMAP Competitive + Bonus, London (Greater) / London (East), London (Greater)
  • Exhibition Designers WRG Live Competitive salary and benefits package dependant upon experience, Manchester, Greater Manchester
  • Producer WRG Live Competitve salary and benefits package dependent upon experience, London (Central), London (Greater) / Manchester, Greater Manchester
  • Content Manager WRG Live Competitive salary and benefits package, Manchester, Greater Manchester
  • Digital Insight and Analytics Consultant Direct Recruitment £70,000 - £80,000,