REG - WPP PLC - Acquisition

WPPAnnouncement

22/03/2023 07:15

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RNS Number : 7814T  WPP PLC  22 March 2023

 

 

 FOR IMMEDIATE RELEASE  22 March 2023

 

WPP PLC ("WPP")

 

WPP acquires data-driven influencer marketing agency Goat

 

WPP today announces the acquisition of Goat (https://goatagency.com) , one of
the world's leading influencer marketing agencies.

 

Goat specialises in data-led end-to-end influencer marketing campaigns
grounded in performance and measurement and was founded by Arron Shepherd,
Nick Cooke, and Harry Hugo in 2015. Goat drives authentic brand engagement
while integrating targeted paid media to reach the right audience and achieve
industry-leading results. The company's 150+ staff across three global offices
have helped to grow some of the biggest brands in the world, including Dell,
Beiersdorf, Meta, Tesco, Uber, EA, Natura and Augustinus Bader, delivering
best-in-class social and influencer campaigns. Since its founding, Goat has
tracked the performance of over 50,000 influencer channels and
over 250,000 pieces of content.

 

In recent years, Adweek recognised Goat as Europe's fastest-growing agency
while The Drum awarded it Social Media Agency of the Year and LinkedIn named
it one of its top companies.

 

Goat will join GroupM, WPP's media investment group, and merge with its
influencer marketing solution INCA to create the industry's first truly global
influencer marketing agency with more than 300 employees in over 30
markets around the world. The combined entity - which will go to market as
Goat - will operate as part of GroupM Nexus, the world's leading media
performance organisation with more than 9,000 expert practitioners.

 

As part of GroupM Nexus, Goat will support GroupM's strategy to help clients
drive growth through performance with the scale and expertise to help global
brands activate campaigns anywhere in the world. Enhanced by GroupM's
partnerships with the world's largest social and commerce platforms,
proprietary technology, and deep global expertise, Goat will provide GroupM
and WPP clients with industry-leading global, cross-channel, and data-driven
influencer marketing capabilities.

 

Christian Juhl, Global CEO, GroupM, said: "Influencer marketing is an exciting
growth area for our business and one in which our clients are looking for
globally scaled and outcomes-driven capabilities. The addition of Goat to
GroupM as part of GroupM Nexus gives us the ability to deliver accountable,
cross-channel, and data-driven influencer solutions for clients anywhere in
the world. Combined with the exceptional talent at INCA, we expect Goat to
play a critical role in helping us define the next era of media at GroupM."

 

Arron Shepherd, Founder and CEO, Goat, said: "We couldn't be happier to be
joining WPP and GroupM to bring our leading global influencer marketing and
digital solutions to some of the best brands in the world. We are delighted to
combine forces with the amazing talent at INCA to deliver even better value
for our clients all over the world."

 

Mark Read, CEO, WPP, said: "Influencer marketing is a key growth priority
for the industry and for WPP. Our clients are increasingly planning budgets at
a global scale and require partners that have the global reach to help
deliver, whilst driving engagement and impact at a local level. Goat's proven
track record in the influencer marketing space paired with GroupM's record of
excellence will continue to build on our unparalleled expertise in this
area."

 

Goat becomes the latest in a series of acquisitions that form part of WPP's
accelerated growth strategy and focused M&A approach. These include 3K
Communications
(https://www.wpp.com/news/2023/03/wpp-acquires-german-healthcare-specialist-3k-communication)
, Fēnom Digital (https://www.wpp.com/news/2023/01/wpp-acquires-fenom-digital)
, Diff
(https://www.wpp.com/news/2022/12/wpp-acquires-canadian-commerce-agency-diff-to-grow-its-partner-ecosystem-in-north-america)
, Passport
(https://www.wpp.com/news/2022/10/wpp-acquires-branding-agency-passport-to-expand-creative--and-design-offerings)
, JeffreyGroup
(https://www.wpp.com/news/2022/09/wpp-acquires-leading-communications-agency-jeffreygroup)
and Newcraft
(https://www.wpp.com/news/2022/08/wpp-acquires-ecommerce-consultancy-newcraft)
in the last six months alone, in addition to the acquisition of influencer
marketing agency Village Marketing
(https://www.wpp.com/news/2022/02/wpp-acquires-influencer-marketing-agency-village-marketing-to-accelerate-creator-economy-growth)
in February 2022.

 

ENDS

 

Further information

Louise Lacourarie, WPP 

+44 (0)20 7282 4600 / +44 (0)7741 360931
louise.lacourarie@wpp.com (mailto:louise.lacourarie@wpp.com)

 

Jared Baiman, GroupM

+1 (347) 843-3503

jared.baiman@groupm.com (mailto:jared.baiman@groupm.com)

 

About WPP

WPP is the creative transformation company. We use the power of creativity to
build better futures for our people, planet, clients and communities. For more
information, visit www.wpp.com (https://www.wpp.com/) .

 

About GroupM

GroupM is the world's leading media investment company with a mission to
create a new era of media where advertising works better for people.
Responsible for more than $60 billion in annual media investment, according to
COMvergence, the company innovates, differentiates, and generates sustained
value for clients wherever they do business. GroupM's portfolio includes
agencies Mindshare, Wavemaker, EssenceMediacom and mSix&Partners, as well
as Choreograph (Data & Technology), GroupM Nexus (Cross-Channel
Performance & Activation), and GroupM Investment. Discover more at
(http://www.groupm.com/) www.groupm.com (http://www.groupm.com/) .

 

About Goat

Goat is a global award-winning agency delivering niche content, to niche
audiences, at scale. The company works with leading brands to drive
competitive advantage and digital transformation using influencers as a
performance media channel.

 

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