WPP Group has acquired Bridge Worldwide, a Cincinnati interactive agency whose main client is Procter & Gamble.

Given the interwoven relationships between the parties, it is inconceivable the deal could have been consummated without the blessing of the consumer products titan - indeed some speculate that P&G itself brokered the deal.

In March this year the London-based advertising, marketing and research conglomerate bought its way into the P&G fold with its agreed $1.7 billion (€1.27bn, £883m) acquisition of Grey Global Group.

Bridge, which specializes in online and offline relationship marketing programs for some thirty P&G brands, also works for Johnson & Johnson and ConAgra Foods.

Despite the global inference of its branding, Bridge Worldwide is firmly rooted in downtown Cincinnati with overseas work outsourced to affiliates.

This will almost certainly change as Bridge integrates with WPP's marketing services flagship network Wunderman which boasts seventy-six offices worldwide. However, Bridge will retain its discrete identity and current helmsman, president/ ceo Jay Woffington

Enthuses the latter about the deal: "This takes Bridge to the next level. This really gives us the ability to fulfill on the worldwide aspect of Bridge."

Data sourced from AdAge (USA); additional content by WARC staff