Kinetic will now own 100% of Outdoor Connection. The move follows PHD's decision earlier this month to move its outdoor buying business out of Outdoor Connection and into Posterscope alongside other Omnicom agencies.
Outdoor Connection will continue to trade as a standalone brand specialising in research-led planning for clients including BT.
David Payne, managing director of Outdoor Connection, said: "In this market of consolidating buying points it is increasingly important that we offer agencies and clients the front door that best suits their individual business needs."
Kinetic is 50% WPP owned and 50% owned by the management team.
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