New WPP boss Read adds more e-commerce tech to Wunderman with Amazon specialist 2Sales

Mark Read, the new CEO of WPP and still boss of Wunderman, promised that he’d take WPP in a different direction as far as its acquisitions are concerned, concentrating on digital/tech and buying companies to fold into existing WPP operations rather than add to the marcoms giant’s brand “sprawl” (his word).

And he’s been as good as his word, buying Amazon-focussed content and campaign agency 2Sales to fold into Wunderman’s e-commerce offering Wunderman Commerce.

WPP says Luxembourg-based 2Sales is a one-stop Amazon solution that utilises automated processes to optimise content generation, sales and promotions across eight international Amazon platforms. Clients include Acco, Columbia, Fiskars and SC Johnson. It employs 66 people.

Wunderman Commerce employs over 1,000 people worldwide and includes agencies Salmon (above), Gorilla Group, Possible and Marketplace Ignition (another Amazon specialist) under the Wunderman brand.

Is Read trying to be Jeff Bezos’ best mate? No frenemies for the new WPP boss.

It’s not adland as we knew it – but we already knew that.

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