WPP Recasts HHCL as United London

NEW YORK WPP Group has relaunched its HHCL Red Cell agency as United London and made it a part of the company’s network now known as the Voluntary United Group of Creative Agencies, according to network chairman and CEO Andy Berlin.

Jim Kelly and Robert Campbell were named to the new positions of managing partners, effective Feb. 1, to run the agency.

“These are people who have done it,” Berlin said of the two new leaders and their previous success as principals in Rainey Kelly Campbell Roalfe, which WPP bought in 1999 and then merged with Young & Rubicam. “They’ve done it and they’re still hungry.”

Additionally, WPP bought Chime Communications’ 51 percent share of the former HHCL to make United London a wholly owned WPP/United subsidiary.

The two men will report to Berlin and Voluntary United CEO of Europe Amanda Walsh.

Kelly was co-CEO of Rainey Kelly/Y&R in London until early 2005, while Campbell was executive creative director at Interpublic Group’s McCann Erickson U.K. in London until last month.

Kelly said in a statement, “It’s a fresh network with no past and a great future. It’s also a very creative and entrepreneurial deal by WPP.”

Steve Henry, who founded the once-independent HHCL, will continue in a senior role working with Walsh and Charlie Robertson, United’s chief strategic officer, the agency said.

With United London, the Voluntary United network now consists of eight agencies: Berlin Cameron United, New York; BTS United, Oslo, Norway; Cole & Weber United, Seattle; LDV United, Antwerp, Belgium; Les Ouvriers du Paradis United, Paris; Sra. Rushmore United, Madrid, Spain; and WM United, Buenos Aires, Argentina.