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Red Cell will buy hotshop HHCL

By Published on .

[London] Following the acquisition of independent Paris agency Les Ouvriers du Paradis, WPP Group's Red Cell is expected to plug the biggest hole in the agency's network by buying a stake in former U.K. hotshop HHCL by the end of this month. HHCL's parent company, Chime Communications, is already 20% owned by WPP. Red Cell lacks a viable agency in the key London market, a top priority for the network following the acquisition of New York agency Berlin Cameron & Partners last year. However, HHCL, one of London's most successful agencies in the 1990s, has lost major clients in the last year. And Red Cell's own biggest client, Fiat Group's Alfa Romeo, is rumored to be shaky.
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