Between the Lines: WPP takes a chance on CHI

WPP's dramatic and unexpected 49.9 per cent investment in Clemmow Hornby Inge (page 1) is a fitting riposte to the news earlier this month that the holding company was pulling the plug on United London. Sir Martin Sorrell needs a credible alternative to his behemoth ad networks JWT, Grey, Ogilvy and Y&R. CHI could well be that alternative.

In the six years since it was founded, CHI has demonstrated itself to be one of the UK's most ambitious agencies. Its new relationship with WPP will allow it to test that hunger on a worldwide stage.

CHI's continued independence does leave open the question of how the struggling United Network will operate without a London office; but the purchase will be a salve to some much-bruised pride on Farm Street.