WPP Merges G2 and OgilvyAction

Union takes effect in May

WPP Group is combining its two largest retail marketing shops to create what it describes as the world's largest activation agency.

The merger of G2 and OgilvyAction will take effect in May. Combined, the operation will have more than 100 offices in 56 countries.

The shops create everything from in-store marketing and events to trade and digital marketing.

In a statement, WPP said that the "geographic footprint of each agency is complementary with each other and a major purpose of the new organization will be to drive these disciplines more strong into emerging markets."

WPP didn't say who would run the combined operation or what it would be called. The holding company, however, is expected to reveal such details before the May launch.

The merger comes a year after WPP rolled up more than a dozen retail specialist shops to create The Shopper Marketing Store. WPP's global retail practice, The Store, led that move and will oversee the combined G2-OgilvyAction as well.

WPP revealed the latest merger five days after Campaign unearthed details of its plan.