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Say goodbye to J. Walter Thompson, an agency name that debuted in the 1870s. WPP is merging the legacy creative agency with digital shop Wunderman, and the combo is getting a new moniker, Wunderman Thompson, as Ad Age’s Megan Graham writes. It’s another sign of big shifts in the ad industry at a time when Google and Facebook have upended business, and when there’s new competition from consultancies. WPP, the world’s largest agency company, combined Y&R with VML not long ago a similar pairing of a legacy creative shop with a more digitally savvy one. WPP’s new CEO Mark Read wants to simplify the holding company’s structure for clients. With the new move, WPP is sending another message too, something along the lines of, “We know we have to embrace the digital future — and to show you we’re serious about letting go of our baggage, we’re sacrificing the brand name of a storied creative shop.”
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