Yahoo! Orders Up a WPP Unit All Its Own for $40 Mil. Account

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The holding company claim of wall-to-wall marketing support influences some clients more than others. For Yahoo!, it was the catalyst in a search that led the Internet company to WPP Group last week—and gave birth to a new shop to handle the estimated $40 million creative, branding and media account. The startup, Soho Square, will work only on the Yahoo! business, at least initially.

The contest turned on the client’s desire for integrated solutions. “The basic model … today is a total, integrated program,” said Murray Gaylord, client vp of brand marketing.

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