WPP’s ever-acquisitive acquisitions team have been busy bees again, snapping up newish SEattle-based advocacy firm Crowdverb and Hungarian digital marketing agency Carnation Internet Tanacsado. Crowdverb will become a part of PR giant Burson-Marsteller’s Direct Impact advocacy operation while Carnation will be part of WPP’s Possible Worldwide digital agency network.
Meanwhile GroupM, the holding company for WPP’s media agencies, has announced a new operation, GroupM Next, aimed at strengthening the company’s position in online, mobile and social media. Next will pull together research from numerous WPP sources (which include media agencies MediaCom, Mindshare, Maxus and MEC and giant research operation Kantar) to try to position itself as the expert in new media technology and platforms.
GroupM North America CEO Rob Norman (pictured) says: ‘GroupM Next is dedicated to creating, capturing and ensuring the implementation of the best thinking and new insights from our community in the digital, social, mobile and addressable media markets. Our goal is to create an active partnership across GroupM and our clients to develop actionable insight and a clear path to action on the platforms that are changing our industry.’
Next will be headed by current CEO of GroupM Search Chris Copeland.