WPP agencies VMLY&R, VMLY&R Commerce, GTB and The Classic Partnership are to combine in the region, with VMLY&R Commerce CEO Nick Walsh becoming CEO of VMLY&R MENA. Walsh says the move is part of a “one-brand strategy”, which brings the structure of other global markets to the region.
The consolidation continues a trajectory that WPP has been following for some years to simplify the structure and less the number of its agency brands.
It has been less than two years since Geometry became VMLY&R Commerce in January 2021. Geometry was previously OgilvyAction, Ogilvy’s brand experience division, which changed its name in 2013. In 2018 WPP merged creative agency Y&R and digital agency VML
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