Advertising giant WPP has announced the launch of Red Cell, a new global communications network. It will consolidate its European ad agency Conquest with US-based Cole & Weber, UK group Perspectives and Asia-Pacific alliance partner Batey.
It will target “challenger” clients such as Nestle, Nikon and Singapore Airlines. Sir Martin Sorrell, group chief executive of WPP, said: “Globalisation and technology have resulted in the emergence of a group of global challenger brands – lean, ambitious, agile, digitally wired businesses – that demand worldwide marketing and communication s capabilities. Red Cell is the first global communications network dedicated primarily to the success of these global challenger brands.”
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