By Maisie McCabe, campaignlive.co.uk, Thursday, 24 March 2011 11:30AM
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."
This article was first published on campaignlive.co.uk
The games console as we know it is dead. When Microsoft unveiled the Xbox One earlier this week, it was clear that this was more than a device that would enable you to play Call of Duty or FIFA – this was, in Microsoft’s own words, “an all-in-one home entertainment system”.