WPP’s Young & Rubicam is starting up an in-house digital unit as the ad shop tries to grow interactive to 15 percent from 3 percent of revenue today within three years, Adweek reports. The company plans to devote about 250 employees to the new venture, with additional senior management to be named later. The move comes as WPP may be competing with Microsoft to purchase an outside interactive ad agency, 24/7 Media, while in the past year, nearly every major ad company has sought to expand their digital capabilities.

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To manage the unnamed entity, Y&R has named Tarik Sedky to the new position of chief digital officer. A former managing director at Y&R, Sedky is making his return directly from another in-house digital marketing unit, Omnicom’s Atmosphere BBDO, where he was the managing director of account management. Release