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GroupM, the media division of WPP, has acquired a 49 percent stake in independent media shop Haworth Marketing.
Haworth, which opened in 1970 and is based in Minneapolis, works for the likes of Target, Ben & Jerry’s, Beats by Dre, DreamWorks and the Oscars. The partnership will give Haworth access to GroupM's marketing analytics capabilities. In turn, GroupM will offer a platform for Haworth to expand.
"We believe this is a completely new, one-of-a-kind partnership that will bring tremendous value to our clients and our team," said Haworth CEO Gary Tobey.
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