• by Richard Whitman , Columnist, December 8, 2021

WPP has acquired a majority stake in branding and design agency Made Thought. Financial terms were not disclosed.

Made Thought will be integrated into AKQA and combined with Universal Design Studio and Map Project Office to form a design-focused unit called The New Standard.

According to the holding company, plans call for each studio to maintain creative independence while facilitating greater collaboration to deliver “connected, cross-platform work, harnessing the specialist talent from across all design disciplines.

Founded in 2000 by Paul Austin and Ben Parker, Made Thought employs 55 people across offices in London and New York, which opened earlier this year.

Clients include Pinterest, Unilever, LVMH, MoMA, Sonos and Rosewood Hotels.

WPP has stated its M&A strategy going forward is aimed at bolstering core creative capabilities, with design being one of those capabilities. Universal Design Studio and Map Project Office were both acquired in 2018.