WPP added another established agency to its roster today by acquiring Toronto’s Twist Image.
Founded in 2000, the agency employs more than 100 and serves clients including Walmart Canada, TD Bank, the Montreal Canadiens and various other distinctly north-of-the-border entities.
Twist president Mitch Joel tells us that the move is significant because the agency will now have access to WPP’s vast data troves and its strategic partnerships with Google, Facebook, Twitter, Adobe, etc.
Twist will also continue to be led by its four partners and its existing management team. As Joel puts it, “They were eager to allow us…to continue running our business in the entrepreneurial way that we have always done.”
From the official release:
“Digital marketing is no longer an afterthought in the marketing mix. We are increasingly assuming a lead role within our client’s overall marketing, and are confident that being a part of WPP will only strengthen our position.”