Brierley & Partners, Dallas, has sold a 20% stake in itself to London-based advertising and communications company WPP Group. The value of the all-cash transaction was $15 million.
Day-to-day operations of Brierley should remain unchanged, although WPP CEO Martin Sorrell will take a seat on the Brierley & Partners board of directors. Plans for the company, Sorrell said in a statement, include helping Brierley expand its capabilities in the international arena.
Since its founding in 1987, Brierley has designed and managed numerous customer loyalty programs, including the United Airlines’ Mileage Plus, Hertz #1Club Gold and Hilton HHonors programs.
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