WPP is tipped to roll out its third worldwide media agency brand in Asia, which has the most complete network of second-tier agencies, by the end of this month.

The launch of the new network is expected to enhance WPP’s ability to handle conflicting assignments, sources said.

The new entity will be made up of second-tier agencies currently reporting to MindShare or Mediaedge:cia (MEC). This includes MindShare’s Maximize and Motivator, which have a strong presence in Asia, and MEC’s Media Insight, which has a significant operation in Europe.

The network will also include Zenith offices, which came with WPP’s acquisition of Cordiant. WPP chairman Sir Martin Sorrell told Media: “A lot of people thought that this would be done by acquisition but a lot of talent is required. The positioning will be different to MindShare and MEC. I would not compare it with MindShare or MEC.” He declined to provide more details.

However, sources added that the new network would be an independent company reporting directly into GroupM, which oversees all of WPP’s media operations including MindShare and MEC. The sources said that the agency would have critical mass from day one, although it would be smaller than MindShare and MEC.



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