WPP acquires branding agency Passport to expand creative & design offerings 

WPP announced the acquisition of Passport Brand Design, based in Southern California and works on a range of consumer categories, spanning Australia and Asia to North America. 

Founded in 2004 by Natalie Taormina and Jeremy Creighton, Passport brings extensive brand identity, design expertise, and insight into WPP and works across a broad range of consumer categories and global markets, spanning Australia and Asia to North America. 

Passport has developed a reputation for creating highly impactful, innovative, and results-driven campaigns for clients such as Coca-Cola, Kraft, and Heineken. The agency will join  VMLY&R’s global network, creating exciting new partnership opportunities for existing talent and clients and expanding VMLY&R’s presence in the West Coast region. 

Passport will enhance client experiences and WPP’s ability to continue delivering client services with integrated solutions. The acquisition is part of WPP’s accelerated growth strategy and focused M&A approach to advance its core creative capabilities in marketing,  communications, and design. 

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Eric Campbell, VMLY&R Global President, said: “Our ambitions for network growth reflect the best-in-class range of capabilities we continually offer our clients. This move will expand  our network’s brand design expertise, which is essential in determining how brands visually  show up in compelling new ways in the world and build a connected consumer experience.” 

Natalie Taormina, CEO of Passport, added: “It is a great honor to join a global team of passionate branding and business experts. Nearly twenty years ago, we founded Passport on the mission that great creative output is a result of great team connection and respect. When the agency is happy, the client is happy. VMLY&R shares this ethos, and with the strength of  its global network and WPP’s vision, Passport intends to continue that mission.” 

Mark Read, CEO of WPP, said: “With consumer expectations at an all-time high, defining a  brand’s characteristics and identity has a major impact on its ability to succeed in today’s world. Passport brings extensive experience in delivering strategic positioning and creative execution across all touchpoints that will greatly benefit our clients. I’m delighted to welcome  its people to WPP.”