WPP to annex Berlin; Indie shop will become center of Red Cell network.(Brief Article)(Statistical Data Included)

Advertising Age, December, 2001 by Sanders, Lisa

WPP Group is poised to acquire Berlin, Cameron & Partners, and will make the New York agency the centerpiece of Red Cell, its fourth global network.

A deal could be signed as early as this week with Berlin Cameron, a four-year-old independent founded and run by Chairman Andy Berlin and CEO Ewen Cameron.

If the deal is completed, the acquisition would give WPP Chief Executive Martin Sorrell a more credible base from which to build Red Cell, his fourth global agency network and one for which he has considerable ambition. Currently, the network's only U.S. office is Cole & Weber, a low-profile Seattle shop. Red Cell had gross income of $81 million last year, according to Advertising Age figures. Mr. Berlin is expected to become global chairman of Red...

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