Red Cell to rebrand Perspectives as DM operation relocates

Perspectives Red Cell, the WPP-owned direct marketing agency, is dropping the word Perspectives from its name and rebranding as Red Cell Response.

The name goes live on Monday to coincide with the agency's move to central London, where it will join its sister above-the-line agency HHCL/Red Cell and the data operation Headlight Vision. The agency's new positioning pivots on the phrase "creative-thinking to provoke action".

The rebranding follows the arrival earlier this year of Amanda Walsh as the chief executive across the Red Cell network's European operations.

She said: "There have been significant developments at Perspectives over the past nine months and the company has emerged as a truly dynamic and competitive direct agency. By bringing it into Kent House, Red Cell now has all the benefits of a strong integrated team under one roof."

Last June, Miles Murphy, a former Grey Desire managing director, was named the chief executive, while Gary Sharpen became the creative director in January.

Murphy said: "We've spent the past year investing in key skills and getting the agency to the state where it can work as an equal partner to Red Cell's creative and strategic agencies such as HHCL/Red Cell in the UK and Berlin Cameron/Red Cell in New York."

Perspectives was set up in 1987 and bought by WPP in 1999. It was merged into Red Cell when the network was set up in 2001.


Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content