WPP , including its BBDO and digital data units, has beaten off rival AT&T to be named as AT&T 's integrated creative and media agency, in almost $2bn move which sees "creative, media, data and analytics combined under one entity. " Telecommunications giant AT&T consolidated its advertising business with Omnicom after a closed creative and media review that pitted the holding company against arch rival WPP. In 2015 , AT&T and DirecTV together spent almost $2bn on measure media, and are now looking to build a "creative, media, digital data and analytics team."
WPP , including its BBDO and digital data units, has beaten off rival AT&T to be named as AT&T 's integrated creative and media agency, in almost $2bn move which sees "creative, media, data and analytics combined under one entity." In 2015 , AT&T and DirecTV together spent almost $2bn on measure media, and are now looking to build a "creative, media, digital data and analytics team."