• by Steve McClellan  @mp_mcclellan, January 21, 2015

WPP’s J. Walter Thompson is consolidating its far-flung digital agency brands into a single new global digital shop called Mirum. To start, the new agency is expected to have 35 offices in 18 countries with a staff of over 1,600. The digital shops being folded into Mirum include Digitaria in the U.S., which JWT bought in 2010, and Canadian agency TwistImage, which it purchased earlier this year.

The agency said the new shop would be operational beginning in February.

JWT revealed some details about the new global shop in preparation for an upcoming technical conference that it is sponsoring next month. Where Mirum will be headquartered and details about the agency’s leadership team were not immediately available.

An agency rep declined to provide further information beyond what was disclosed in the conference sponsorship information — which was taken down shortly after the publication of this story.

Other shops that will be folded under the Mirum banner include Casa Miami, Brazil’s Agencia Casa, Singapore-based XM Asia and Helsinki-based ActiveArkJWT.

“Each agency is a leader in their respective markets and together create a bold new global agency sharing common values, technological skills and the ultimate desire to transform businesses through digital-first approaches,” the agency states in its conference sponsorship material. “We love what can happen when you mix strategy, creativity and technology.” The shop’s tentative tagline: “Never Lose Your Sense Of Wonder.”

With Mirum (the Latin word for amazing), JWT appears to be setting up a unified global digital organization similar to the agency that its sibling shop Y&R has been building out over the last several years — Kansas City, based VML.

WPP has also consolidated other digital properties, such as Schematic, Bridge Worldwide, BLUE and Quasar, that were combined in 2011 to form Possible, which has since added several other acquired agencies to its portfolio.