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WPP digital consolidation drive set to draw Young & Rubicam into VML fold

WPP digital consolidation drive draws Young & Rubicam into VML fold

WPP is reportedly embarking upon a process of significant consolidation of its digital businesses as it seeks to remain fleet of foot in a rapidly evolving industry.

That process is expected to see Young & Rubicam merge with digital ad firm VML according to a report in the Wall Street Journal, with VML CEO Jon Cook taking the reins of the combined entity once the dust has settled.

The WSJ went on to suggest that the group’s direct-marketing company Wunderman has entered talks to work with its creative firms to provide greater access to consumer data in order to inform more relevant advertising.

The internal reorganisation comes at the behest of WPP’s newly installed boss Mark Read in order to ensure the business can keep pace with the fast-paced digital sector, shifts which WPP is acutely conscious of having witnessed a number of clients shift their business to online rivals such as Google and Facebook to reach consumers.

WPP remains in a period of adjustment following the departure of its CEO and founder Martin Sorrell in April.

At the time of writing, WPP had not commented on the move which had been rumoured prior to Read's promotion.

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