Sports Buy and New Division for WPP's GroupM

WPP has acquired a majority stake in London-based and data-driven sports marketing agency Two Circles Ltd, and will immediately incorporate it into ESP, a new global agency within GroupM serving rightsholders from the worlds of sports and entertainment.

ESP is made up of two separate businesses, ESP Properties and ESP Brands. Data mining and management specialist Two Circles, which was founded only in 2011 and already has 55 employees, will join the former, but will continue to operate as a stand-alone business led by CEO Matt Rogan and Managing Director Gareth Balch. Two Circles' consolidated revenues for the year ended 31st August 2014 were £2.7m.

ESP Properties promises clients 'a thorough assessment of their commercial programs, and advice on how to grow the revenue they generate through a full range of services across data, digital and content development'. In addition to Two Circles, the division will include new hires and the integration of existing GroupM business units including sponsorship agency IEG - its initial total of more than 150 staff will be spread across hubs in New York, Chicago, London and Singapore, with additional teams in locations including Los Angeles, Sao Paulo and Dubai; and its launch clients include the All Blacks, Cleveland Cavaliers, the England and Wales Cricket Board, Pele, and City Football Group.

WPP Chief Exec Sir Martin Sorrell says ESP Properties 'will bring creative power and commercial insight to rightsholders for the first time, providing unmatched opportunities to better tailor their offerings to the needs of today's brand sponsors'.

ESP Brands, which will grow out of existing partnerships consultancy GroupM ESP, will provide support for brands to plan, negotiate and activate sports and entertainment partnerships.

ESP Properties will be led by John Kristick, Global CEO of GroupM ESP since 2011; and led regionally by Jonathan Hill (EMEA), Laren Ukman (North America) and JinWei Toh (APAC). ESP Brands will be managed regionally in North America by Bryce Townsend and through the individual GroupM agencies in other regions.

Web sites: www.espglobal.com and www.insidetwocircles.com .