DT Swallows Up Tongue Agency As Part Of WPP Merger Mission

DT Swallows Up Tongue Agency As Part Of WPP Merger Mission

WPP’s agency Tongue will merge with another WPP baby, DT, as part of a deal announced this week. The combined agency will now have over 220 staff, with WPP claiming both agencies will retain 100 per cent of its staff through the merger.

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As a result of the merger, the Tongue name will cease to exist, with all staff now working under the DT brand.

The merged entity will reside at WPP AUNZ’s Kent St campus in Sydney, with Tongue’s managing partner John Du Vernet taking on the role of managing director.

Jonathan Pease will become chief creative officer, while Tim Sexton moves to a newly created, national employee experience focused role, no doubt to ensure a smooth amalgamation of companies and staff. DT’s CEO Brian Vella (featured image) will remain as CEO.

WPP AUNZ CEO Michael Connaghan said, “Both DT and Tongue are performing at their peak, with DT posting its most successful 12 months on record. Similarly, Tongue has had its best year creatively and financially since inception.

“Bringing them together aligns with WPP AUNZ’s ‘fewer, bigger, better, stronger’ strategy, and merges two successful agencies to create an even more robust business.”

Vella said the primary motivation behind the merger was to provide an even more exciting attitude and capability set to clients, while Du Vernet said the merger was a direct response to market need.

“The modern chief marketing officer is a new breed.  They adapt to answer market shifts or emerging trends with agility,” he said.

“They demand style with substance. Creativity with technology. The modern CMO requires deep understanding of today’s customer behaviour. Now DT will deliver a reimagined take on brand experiences like no other.”

This is the second merger in the last three years that DT has undertaken, with mobile game, application and education specialist Millipede joining the business in 2014.