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WPP is to form a new design entity within the AKQA Group called The New Standard, following the acquisition of branding and design agency Made Thought.
The formation of The New Standard sees Made Thought join with Universal Design Studio and industrial design studio Map Project Office under the umbrella to collaborate when necessary but continue to operate under creative independence.
AKQA will take a majority stake in Made Thought with the ambition to solve problems for clients and enable “the world’s boldest visions” to be created.
Discussing the investment, Ajaz Ahmed, chief executive of AKQA Group, told Adweek: “We are happy for The New Standard to operate autonomously, much like an independent agency.