Denmark’s clearly largest advertising agency People Group and the world’s second largest agency group WPP Group recently signed an agreement, implying that WPP acquires a block of shares in three of the Danish group’s agencies, writes Børsen Business Daily.

The reason for the transaction is the computer giant Dell’s global advertising budget at a value of approximately EUR 3 billion over three years.

People Group has handled Dell in Europe and part of Asia for several years whereas WPP at the turn of the year won a competition, targeting at consolidating the global budget on one agency.

The three agencies are AdPeople, SoftwarePeople and GraphicPeople in Bangla Desh which altogether represent approximately 160 of the group’s approximately 320 staff. Neither the price nor the size of the shares have been announced.

Moreover, it is established that People Group remains shareholder and that AdPeople – at least so far – will remain at the same location as the rest of the group.

WPP won Dell on an idea of creating a new global agency, which has been named Enfatico.

At present, however, the establishment is somewhat delayed according to schedule but the transaction with People Group will be a good step forward to a final realisation as AdPeople will bring experience and a number of important competences with regard to Dell into Enfatico.

The agency’s European head office will be divided between London and Copenhagen. Things have moved so quickly that AdPeople’s founder Ronnie Job does not yet know what role he is to play, however, he is expected to play a very central role in the management of Enfatico.