BLUE, known in the industry by its tagline of "the measurable marketing company", joined WPP Digital in June 2007. From its Singapore headquarters, BLUE has continued its international expansion, opening new offices in Palo Alto in the US and Shanghai in China. These joined BLUE's existing offices in London and Beijing to service its strategy of using low-cost Asian-based production centres to execute global client business.
These new offices helped to serve and win several of the new global brands that the company has won over the past year, including Procter & Gamble and VMWare. BLUE has also benefited from the growth in search engine marketing, with its specialist search division, DEMAND, growing strongly in its first full year of operation.