WPP Buys Passport Brand Design

Marcoms group WPP has acquired insights-led branding agency Passport Brand Design, which conducts consumer research to help establish how a brand can best serve its audience. Terms of the deal were not disclosed.

Based in South California, Passport was founded in 2005 by Natalie Taormina and Jeremy Creighton (pictured), and works across multiple categories throughout Australia, Asia and North America. The firm's consumer insights team uses segmentation techniques to identify the different groups within a brand's diverse target audience, and then helps clients identify and implement solutions to drive conversations that resonate with consumers. MR services span from the early stages of identifying opportunities and barriers when launching a new idea, to creative packaging, campaign territories, brand naming and positioning.

Passport will now join WPP-owned marcoms agency VMLY&R, creating new partnership opportunities for existing talent and clients and expanding VMLY&R's presence in the West Coast region. Mark Read, CEO of WPP, comments: 'With consumer expectations at an all-time high, defining a brand's characteristics and identity has a major impact on its ability to succeed in today's world. Passport brings extensive experience in delivering strategic positioning and creative execution across all touchpoints that will greatly benefit our clients. I'm delighted to welcome its people to WPP'.

Web sites: www.wpp.com and www.passportbranddesign.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.