Between the Lines: WPP's take on full service

Full service is making a comeback, but not as we know it. Aware that clients are sceptical about agency networks' ability to deliver the specialisms they want, Sir Martin Sorrell is transforming WPP into the full-service agency of the 21st century. Offering prospects the pick of WPP's specialist talent landed it HSBC. This week's Samsung win (page 1) confirms how the supergroups have evolved since Interpublic's Marion Harper came up with the concept almost 40 years ago.

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