WPP Group has named its “brand expression” offer Enterprise XP, to sit within The Brand Union alongside Enterprise IG.
Enterprise XP is designed to extend the group’s relationship with clients, such as BP, by offering brand building services for internal and external audiences. It aims to tap into the growing “brand experience” market.
Brian Shepherd, who joined Enterprise IG last September from Caribiner Worldwide (now Jack Morton Worldwide), has been appointed chief executive officer of Enterprise XP, which includes WPP branding group Banner McBride, digital media group Clever Media and Belgian training consultancy Eurosem.
Enterprise XP has some 100 staff in the UK and Europe. But Shepherd plans expansion in both its offer and its “critical mass”, partly through acquisition, particularly in the US and Asia, and by “partnering” niche businesses or those that have invested in technology and other resources.