Between the Lines: Will STO be WPP blueprint?

In merging Sharpen Troughton Owens into RMG Connect (page 1), WPP has called time on an acquisition that has consistently failed to bear the network any fruit.

The relaunch of STO from Red Cell Response was clearly the final throw of the dice for the agency previously known as Marketing Perspectives, Perspectives Red Cell and Red Cell Response.

The fierce margin expectations that Sir Martin Sorrell imposes on his agencies has meant that at just nine months old, STO had little time to make its mark creatively. However, what little firepower it did amass under Gary Sharpen will complement RMG's offer, which has started to improve under Guy Bradbury.

What STO will bring to the table is a UK profile and a handful of accounts such as Sky and Dollond & Aitchison, helping RMG ditch its image as JWT's below-the-line arm.

And if it works below the line, what next? Will WPP consider bringing together the ailing United London and JWT?