Direct marketing network Wunderman is joining forces with WPP Group sibling Mediaedge:cia.

The duo have formed a global strategic alliance handing Mediaedge:cia access to Wunderman’s data planning and analysis business, while in return the DM shop will be able to use its partner’s media databases. The shops will combine on the planning, execution and monitoring of campaigns

In Europe, the scheme will be rolled out first in the UK, France, Germany, Spain and the Netherlands before being extended elsewhere in the EMEA region.

In the US, where Wunderman has a separate media division (Wunderman Media in New York), the 85 staff from this unit will transfer to the Mediaedge:cia offices.

“This initiative makes absolute sense for both our businesses,” declared Rob Norman, the chairman of Mediaedge:cia UK. “The ability to use customer-level data will help us deliver ever refined targeting based on customer value. This will support our use of survey data and make a real contribution to our goal of driving investment return for all our clients.”

Data sourced from: multiple sources; additional content by WARC staff