The worlds top advertising group WPP added a fourth global network to its bow on Thursday with the launch of Red Cube, a patchwork of agencies tailored toward more modest-spending advertisers.
Sitting alongside WPP’s big league global networks Ogilvy & Mather, Young & Rubicam and JWT, Red Cube will take on the $40-$100 million budgets, drawing on a panel of outside experts, including UK musician and Internet entrepreneur Bob Geldof.
Boasting clients from Alfa Romeo to Italian fashion brand Zegna, Red Cube will pool WPP’s Conquest offices in Europe with Batey advertising in Singapore, Seattle agency Cole & Weber and UK based marketing communications group Perspectives. The arrival of another global network on the advertising scene comes at a key time for the industry which is facing the prospect of another big merger with France’s Havas Advertising in talks with U.S. rival True North.
Red Cube will have billings of some $1 billion a year, compared to WPP’s group total of around $56 billion a year, with just over half its business coming from Europe. Aside from its 1,000 employees, Red Cube will be overseen by another network called Eclectic which will include a panel of outsiders to give brand advice including former Boomtown Rats lead singer Geldof and strategy planning firm The Big Fish.
The new network, initially flagged by WPP last year, will not only focus on advertising, but also strategy planning, new media strategy and sales promotion among other services.