WPP is to launch Blue Hive, its full-service agency operation created to service Ford, in the Middle East with a new office in Dubai.
The agency network first rolled out Team Detroit in 2007, combining client teams at JWT, Y&R, Wunderman, Ogilvy and Mindshare to form a single agency dedicated to Ford.
In 2010, WPP extended the model to London with the launch of Blue Hive – a combination of Ogilvy, Wunderman and Mindshare teams – to handle its $2bn pan-European advertising and media business.
It has since expanded to multiple markets, including Brazil, South Africa, China, India and, since last year, Australia.
WPP is now opening up a new Blue Hive hub in the Middle East, according to reports.
It will be led by former Bates CHI & Partners and Young & Rubicam chief executive Robert McBrain – who, according to his LinkedIn page, becomes managing director for the Middle East and Africa.
He most recently assisted with the launch of a new independent digital agency in the Philippines, SilverMachine Digital Communications.
WPP had not responded to requests for comment at the time of publishing.