WPP Group is continuing its acquisition spree by acquiring data-driven UK influencer marketing agency Goat – which works for Dell, Meta, Tesco and Uber – for an undisclosed sum.
Goat will join media division GroupM, and merge with influencer marketing business INCA to create what the company claims is “the industry’s first truly global influencer marketing agency with more than 300 employees in over 30 markets around the world”.
Co-founders Arron Shepherd, Nick Cooke and Harry Hugo (pictured) met in 2012, while running the Sportlobster social media platform. By the time they left to set up Goat in 2015, the site had 2,500,000 users.
Operating as part of GroupM Nexus, Goat will support GroupM’s strategy of driving growth through performance, offering cross-channel and data-driven influencer marketing capabilities to WPP clients.
GP Bullhound acted as exclusive financial advisor to Goat.
In a statement, WPP chief executive Mark Read 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 while 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.”
The acquisition follows a series of recent purchases by WPP, including Village Marketing, 3K Communications, Fēnom Digital, Diff, Passport, JeffreyGroup, and Newcraft, as part of the company’s accelerated growth strategy and focused M&A approach.
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