WPP has revealed it will merge its agencies G2 and specialist marketing agency OgilvyAction to form a global activation agency.
The newly formed business will marry the skills sets of G2, known as G2 Joshua in the UK, and OgilvyAction which specialises in experiential and promotional marketing, which together operate across 100 offices in 56 countries.
Together the agencies will manage areas including consumer activation, trade marketing, shopper marketing, one-to-one marketing and digital activation.
The integration is already underway with the new business to launch officially in May, although the company is yet to reveal what the new joint company’s brand will be.
The aim is to drive the new joint agency’s combined reach into emerging markets, with plans to work closely with The Store, WPP’s global retail practice, to drive activation and shopper marketing for clients.
Last year the retail practice brought together the specialist resources of 12 WPP companies to create The Shopper Marketing Store, which provides access to “world-class” agencies ad experts in the firld via single web portal.