WPP has consolidated The Glitch, its Indian creative agency, with its global experience agency VMLY&R in a bid to deliver an expanded offering through the combination of tech and creative expertise.

The Glitch, which was acquired by WPP via its media investment company GroupM in 2018, employs more than 300 people across offices in Mumbai and Delhi, serving clients in India and other regions of Asia. It becomes part of the global VMLY&R network, which employs 7,000 people across more than 60 offices around the world – including three offices in India, based in Mumbai, Delhi, and Chennai.

“WPPs aim is to provide clients with a simplified and integrated offer to help them grow their businesses holistically. The Glitch over the past ten years has grown to become a digital and content powerhouse, and when combined with VMLY&R’s capabilities in digital transformation and customer experience, can help clients make an impact in their transformation journeys,” said CVL Srinivas, India Country Manager at WPP.

Though The Glitch and VMLY&R will continue to operate as distinct brands and with different organisational structures, The Glitch’s CEO Pooja Jauhari, Co-founder & Chief Creative Officer Rohit Raj, and Co-founder & Content Chief Varun Duggirala will now report to VMLY&R Asia Co-CEO Tripti Lochan.

The Glitch’s leadership team will also form an India leadership council to manage the strategic decisions of both companies alongside VMLY&R India CEO Anil Nair, who will be in charge of the council.