Incline will work more closely with sister WPP agencies, including Good Technology, in which Outrider has a 76 per cent stake, and Wunderman Interactive.
Rob Norman, chief executive of Outrider, denied that these closer relationships were the first step toward a closure or complete merger of the Incline operation.
Incline has made seven of its 15-strong team redundant. Its clients include Hyundai, Halifax, Sony PlayStation and Nationwide Building Society.
Norman said Incline expanded to handle client work for online travel portal Opodo, and that cuts had been made after losing the account to Carat International in July.
"We are keeping Incline's core strategic thinkers and taking advantage of the WPP network, said Norman. "It has been a project-based firm. We're moving from a fixed-cost model to a mixture of fixed and variable."
The developments follow a reshuffle of senior roles at Outrider last month, when UK managing director Kirsty Wilson and search optimisation programme director David Turner left the firm (Revolution, 7 August, p3).
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