WPP said it would merge its famous JWT agency with its digital outfit Wunderman in the most eye-catching effort yet by the world's biggest advertising group to simplify its business. 

WPP said the new Wunderman Thompson would be positioned to provide the whole range of advertising services.

This includes creative work, data, commerce, consulting and technology to support its customers. 

Founded in 1864 and headquartered in New York, JWT is one of the best known advertising agencies in the world. 

The first agency to air a TV commercial, it now supports customers including HSBC, Unilever, Rolex, Nestle and others.

Wunderman is a leading digital agency that used to be run by Mark Read, the new boss of WPP.