WPP Buys Control of SET Creative

WPP has acquired a majority stake in Portland, OR-based brand experience shop SET Creative, which will become part of the holding company’s   Branding & Identity group. Terms weren’t disclosed.

The agency’s capabilities include creating programs designed to engage consumers with brands through physical experiences in retail stores, pop-up stores, trade shows and live events as well as digitally via apps, content creation and social media. 

SET Creative's revenues were approximately $38 million last year with gross assets of approximately $18 million. Clients include Arc'teryx, BMW, Google Glass, Jordan, Nike, Red Bull and Uniqlo.

Founded in 2009, SET Creative also has offices in New York and Los Angeles. The agency recently acquired a UK operation, called Flourish, to be renamed SET Live, concentrating on live events, exhibitions and environments. The agency employs around 120 people.

SET's management, led by founder Sabina Teshler, will remain in place, reporting in to Simon Bolton, co-leader of WPP's Branding & Identity division.



Bolton commented: "SET creates world class physical and digital brand experiences, making it an ideal partner to Brand Union and FITCH. The three agencies provide a complementary set of services, from brand strategy, to retail, design and events, collectively creating a roadmap for agile omni-channel brands."

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