WPP acquires branding agency Passport to expand its creative and design offerings

Passport Brand Design, a Southern California-based brand design agency, has been acquired by WPP.

The announcement:

WPP acquired Passport brand designa brand design agency based in Southern California.

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


Passport has created campaigns for clients such as Coca-Cola, Kraft and Heineken. The agency will join VMLY&R’s global network, creating new partnership opportunities for talent and existing clients and expanding VMLY&R’s presence in the US West Coast region.

Passport will improve the customer experience and WPP’s ability to continue to provide customer services with integrated solutions. The acquisition is part of WPP’s accelerated growth strategy and targeted M&A approach to advance its core creative capabilities in marketing, communications and design.

Eric Campbell, Global President of VMLY&R, said: “Our ambitions for network growth reflect the range of industry-leading capabilities we continually deliver to our customers. This move will expand our network’s expertise in brand design, which is key to determining how brands visually display in compelling new ways around the world and creating 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. Almost twenty years ago, we founded Passport with the mission that great creative output is the result of great team connection and respect. When the agency is happy, the client is happy. VMLY&R shares this philosophy, and with the strength of its global network and the vision of WPP, Passport intends to pursue this 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 strategic positioning and creative execution across all touchpoints, which will greatly benefit our clients. I am delighted to welcome his collaborators to WPP.

Source: WPP

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