WPP Acquires Data-Driven Influencer Marketing Agency Goat
22 Mars 2023 - 1:30PM
Business Wire
WPP (NYSE: WPP) today announces the acquisition of Goat, 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, Fēnom Digital, Diff,
Passport, JeffreyGroup and Newcraft in the last six months alone,
in addition to the acquisition of influencer marketing agency
Village Marketing in February 2022.
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.
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 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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version on businesswire.com: https://www.businesswire.com/news/home/20230321005974/en/
Further information Louise Lacourarie, WPP +44 (0)20 7282
4600 / +44 (0)7741 360931 louise.lacourarie@wpp.com
Jared Baiman, GroupM +1 (347) 843-3503
jared.baiman@groupm.com
WPP (NYSE:WPP)
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