The new fourth global network planned by WPP Group [WAMN: 18-Jan-01] will be branded Red Cell, it was revealed yesterday.

As predicted, its main components will be Seattle-based US agency Cole & Weber; marketing communications group Perspectives in London; Batey Ads of Singapore (key account Singapore Airlines); and London and Milan shop Conquest Europe whose lead account is Italian automaker Alfa Romeo.

Red Cell’s aggregated billings for 2000 are in the region of $1 billion, which it aims to supplement with the acquisition of additional agencies in New York and Latin America - most likely Brazil.

As predicted [WAMN: 18-Jan-01], chief executive of the new network is Conquest’s Luca Lindner.

News source: Advertising Age - Daily Deadline