WPP Group, London, gets exclusive access to 50 regional shopping centers in the U.S. operated by Rouse Co., Columbia, Md., under a joint venture between the two companies. WPP units will be allowed to use the shopping centers for research, sampling, advertising and promotion efforts. WPP Group Director of Strategy Eric Salama said the venture provides WPP a unique opportunity to run nationwide efforts and reach 30% of the U.S. population. The two companies will split the revenue from the joint venture.
Copyright April 1998, Crain Communications Inc.