Red Cell chief confirms changes

Red Cell chairman and chief executive Andy Berlin has confirmed that WPP's Red Cell network will only exist as an ownership structure for remaining agencies that do not align with WPP sister groups, or are excluded from Berlin's new venture, the Voluntarily United Group of Agencies. Speaking to Media, Berlin said: "It was clear that the original proposition of Red Cell - a creatively focused network - was not being achieved to the competitive satisfaction of a number of us inside." Berlin added that "intense" discussions with Red Cell member Batey are ongoing as to the Singapore agency's future direction.