WPP Group Buys 20 Percent of Brierley & Partners

Share this content:
WWP Group, plc., London, the world's second-largest advertising and communications service group, has reached an agreement to purchase a 20 percent stake in Brierley & Partners, Dallas, a $220 million independent direct marketing agency specializing in the design and management of customer loyalty programs.


"A strategic partnership with WPP gives us access to a vast array of resources that will allow us to respond to the rapidly growing worldwide demand for customer loyalty programs," president Hal Brierley said in a published statement. "The WPP investment will fund the continued expansion of the agency's electronic media capabilities -- capabilities that are allowing our clients to dramatically lower the cost of maintaining direct customer relationships."


Brierley & Partners, which designed the Hilton Honors program in 1987 and the Hertz #1Club gold in 1988, has served as the agency of record for United Airlines' Mileage Plus program since 1990.


According to Martin Sorrel, CEO of WPP Group, the relationship with Brierley and Partners will extend both agencies capabilities outside the United States into Europe, Asia and Latin America.

Sign up to our newsletters

Company of the Week

PAN Communications is an award-winning integrated marketing and public relations agency for B2B technology and healthcare brands. PAN's data-driven approach allows the firm to specialize in public relations, social media, content and influencer marketing, and data and analytics. PAN partners with brands to create unique, integrated campaigns that captivate audiences and drive measurable results. PAN services clients out of the firm's four offices: Boston, San Francisco, New York City and Orlando.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above