After PR, WPP consolidates data analytics practice in India

The world's largest marketing communications company WPP, which last month saw the exit of its high-profile chief executive Martin Sorrell, on Friday said it was combining the data analytics teams of research agency Kantar and media agency GroupM in India.

The move follows an attempt globally by WPP to get nimbler amid stiff competition from rival marketing communication groups as well as companies such as Google and Facebook for advertising money.

The combined data analytics unit in the country will be called Kantar Analytics Practice. WPP is also rolling out the service in other markets across the world, it said on Friday, to ensure all markets are in line with its strategy.

In March, WPP had merged public relations agencies Burson-Marstellar and Cohn & Wolfe, both part of the group, to deliver integrated solutions to clients.

The merger, which affected India as well, came soon after WPP's media unit GroupM had merged Maxus and MEC, both media agencies, as part of a global restructuring exercise. The new merged entity was called Wavemaker, led by GroupM executive Kartik Sharma in India.

On Thursday, GroupM announced a new South Asia CEO in Sameer Singh, who joins from Google India. The appointment effective July comes as incumbent CVL Srinivas transitions fully to the role of WPP country manager in India, the agency said.

An IIM Calcutta alumnus, Singh brings with him over 25 years of experience in brand management and media and will report to Srinivas and Mark Patterson, CEO, GroupM Asia-Pacific. 

At Google, Singh was director, sales, responsible for the agency business. He was earlier based at Google’s headquarters in Mountain View, California where he worked on media measurement, brand consulting, insights and product solutions.