Four months after losing its £20 million flagship Honda account, London creative shop CDP [aka Collett Dickenson Pearce] is to merge with sister Dentsu unit travissully, a specialist in melding on- and offline campaigns.

The Dentsu duo are expected to move to new London accommodation where the merged business will rebrand as cdp-travissully, the all-lower case typography signalling, as one industry wag put it, CDP’s entry into the world of hip-hype.

Aggregated billings will reach £40 million and combined staffing total around one hundred before the expected redundancies are implemented. CDP chief executive Chris Macleod will chair the merged agency, while travissully chief executive Peter Travis retains that role in the enlarged shop.

Although the concept of merging the two agencies was first floated in 1999, the union was finally approved this month by Dentsu senior executive officer for Europe and the US, Megumi Nimura. No account conflicts are expected.

News source: CampaignLive (UK)