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Earlier this month, Martin Sorrell officially outbid his former holding company, WPP, to acquire digital production company MediaMonks for an estimated $350 million.
In a statement, Sorrell hinted at his future strategy by saying the acquisition “represents a significant step in building a new age, new era, digital agency platform for clients.”
Within the global production community, a consensus seems to have emerged that the acquisition is part of a larger trend of clients seeking to work more closely with production shops.
The MediaMonks moment
Stink Group CEO James Morris told Adweek the acquisition “marks a point in time when production has been more strategically placed at the center of advertising,” something he attributes to a “search for a more agile system.”
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