Tuesday, August 20, 2013

Inside the Playbook of How WPP Will Go After Its...

Inside the Playbook of How WPP Will Go After Its Soon-To-Be-Bigger Rival http://bit.ly/17DoBN2

Even before his longtime rivals Maurice Levy and John Wren publicly announced they were merging their companies, Publicis Groupe and Omnicom Group, Martin Sorrell was plotting his next move.

The chief executive of WPP sent a flurry of code-red notes commanding senior agency leaders to do a “conflict analysis” to identify any accounts the merger could render vulnerable. Execs were instructed to quickly formulate plans to position WPP as the best alternative for clients worried about conflicts.

Mr. Sorrell says he’s not interested in competing by gobbling up an ad conglomerate like Interpublic, Havas or MDC. Rather, he plans to pick off accounts while Messrs. Levy and Wren spend the next several months figuring out how to fuse their operations into a single ad beast with a $35 billion market cap.

Continue reading at AdAge.com

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