Digit joins forces with WPP stable

London interactive design consultancy Digit has finalised a deal to join WPP for an undisclosed sum.

The design group, which scooped a Design Week Awards Best of Show in 2001, joined the Mediaedge CIA division of WPP last Friday.

Digit has been independent for the past 18 months since company directors Daljit Singh (pictured) and Andrew Chambers bought the company back off Meta Source, a US-listed interactive conglomerate.

Digit will sit alongside WPP’s recently formed digital arm GT Network, founded by Good Technology director Richard Davies, who helped broker this deal with WPP. However, Digit will not be part of GT Network, Singh says.

Mediaedge CIA chief executive Mainardo de Nardis says, ‘We have taken a 51 per cent stake in Digit, with options to buy more over the next few years. There is a double attraction as far as Digit is concerned: it complements the Good Technology business, and it has a strong creative capacity as a digital player. We are expanding our core product [at Mediaedge] and increasingly this involves different channels.’

Singh says the group has been looking to replace its former parent since pulling out of Meta Source, to provide it with financial stability and growth opportunities.

‘We have been working with WPP on some of its group pitches already,’ says Singh. ‘We work closely with Enterprise IG for Vodafone and this deal means we can explore other mutual opportunities within the WPP group.’