WPP Buys into Insight-Based Ad Agency

WPP is backing a 'hybrid' start-up ad agency, True Worldwide, which places 'a better understanding of consumers and their behavior' at the heart of its strategy. The ambitious new firm has reportedly been in talks with Kantar about linking its new technology with more traditional research tools.

True combines technology with digital and traditional advertising, according to www.adage.com , and is run by seven partners who are former Publicis and Omnicom employees. WPP's stake is just under 50%.

Co-founder Simon Law says the firm will analyse online consumer conversations, and comments: 'More and more people use the web to search, purchase, talk; we are building bespoke tools to look at their real lives, observing how search translates into actual behavior online and how many options they really explore. Behavior is more telling than demographic information.'

The tie-up offers WPP the possibility of developing and adopting new products. Says Law: 'If we succeed with the technology, we can export it across WPP and influence an enormous number of agencies.'

Based in London and Seattle, the agency plans to open a New York office and one in Asia next year. 'We are more urgent about expansion than you'd expect for a small start-up' says Law. 'We're not waiting to embed a U.K. presence and then export the culture.'

A web site for the company appears to be pending.