VML, Wunderman Bolster Ties

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VML, a Kansas City, MO, ad agency owned by WPP Group PLC, will partner with another shop in the holding company's portfolio to offer interactive marketing services, especially technological.


The strategic relationship with Wunderman comes three years after WPP bought VML. Both agencies initially will collaborate on North American assignments.


"They have strong technical capabilities in building platforms, and Wunderman adds online marketing capabilities in terms of data segmentation and messaging," said Steve Zammarchi, president/CEO of Wunderman Chicago.


Teams from both agencies already are working together on Burger King Corp. and Colgate-Palmolive Co.


VML handles the site at burgerking.com and integrated online franchisee communications. Wunderman Chicago creates promotions, children's club programs and merchandising for the fast-food chain.


Similarly, VML is charged with interactive strategy, Web channel content, infrastructure development and online marketing production for Colgate-Palmolive. Wunderman handles data analytics and online customer relationship management.


VML, founded in 1992, has more than 200 employees. Clients include H&R Block, Simon Properties Group, Bayer, BP/Castrol, Yellow Transportation, AMC Theatres and Sprint Corp. Wunderman is a division of WPP's Young & Rubicam Brands, with clients AT&T Wireless, Citibank and Ford Motor Co.'s Lincoln Mercury brands.


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