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WPP Buys Data-driven Influencer Marketing Agency Goat

March 22 2023

In the UK, marcoms group WPP has acquired data-driven influencer marketing agency Goat for an undisclosed sum.

Arron Shepherd, Nick Cooke and Harry HugoFounded by Arron Shepherd, Nick Cooke, and Harry Hugo in 2015, London-based Goat specialises in data-led influencer marketing campaigns, focused on performance and measurement. The firm collects and analyzes performance data from each influencer post, enabling it to understand the variables impacting clicks and conversions. This approach is based on the performance data gathered in its CRM from more than 60,000 influencers, and the data is then combined with human relationship management; social media-based creative and strategy; and tracking, measurement, optimization and reporting.

As part of the deal, Goat will join WPP's media investment group GroupM, and merge with its influencer marketing solution INCA to create an agency with more than 300 employees in over 30 markets around the world. The combined entity - which will be called Goat - will operate as part of WPP's media performance organisation GroupM Nexus.

Christian Juhl, Global CEO, GroupM, comments: '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.'

Web sites: www.wpp.com and www.goatagency.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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