WPP has acquired a majority stake in SET Management, LLC (SET Creative), a brand experience agency based in Portland, Ore., with offices in New York and Los Angeles. The deal allows WPP to grow its Branding and Identity group already comprised of retail and brand consultancy, FITCH, and global brand agency, Brand Union.
SET was founded by Sabina Teshler, who was recently selected with only 12 others in the U.S. for the EY Entrepreneurial Winning Women program. Teshler and SET’s management team, including president and chief strategy officer Alasdair Lloyd-Jones and COO Kurt Kujovich, will report to Simon Bolton, co-leader of WPP’s branding and identity division.
SET was born out of a Nike relationship in 2009 focused almost exclusively on production in retail. It has since broadened well beyond production to include strategy, creative, digital and design. Its client roster includes Nike, Jordan, Arc’teryx, BMW, Fab.com, Google Glass, Red Bull, Uniqlo, and Victoria’s Secret PINK.
To strengthen its capability in live events and expand its offer into Europe, SET recently acquired Flourish, a best-in-class live experience agency based in London, and with clients including Google, Bentley and BP. Effective immediately, the London-based entity will be renamed SET Live, concentrating on events, exhibitions and environments. The U.S. offices continue to operate under the SET brand name.
Bolton, group CEO of WPP’s branding and identity agencies, FITCH and Brand Union, will also oversee SET and SET Live. “SET creates world class physical and digital brand experiences, making it an ideal partner to Brand Union and FITCH,’ said Bolton. “The three agencies provide a complementary set of services, from brand strategy, to retail, design and events, collectively creating a roadmap for agile omni-channel brands.”
Teshler said the new relationship with WPP “will enable us to support our clients across a wider international footprint, as we continue our mission to create world class physical and digital experiences for brands.”
