WPP Buys Majority Stake in Analytics Agency Bienalto

WPP-owned marcoms network Wunderman has acquired a majority stake in Bienalto, a digital marketing agency based in Sydney, Australia, which specialises in online analytics, user experience and 'customer dialogue' programmes. Terms of the deal were not disclosed.

Founded in 2000 by web analytics specialist Hurol Inan (pictured), Bienalto studies customer behaviour, motivations and needs, and uses the results to tailor marketing campaigns to optimize customer experience and engagement. Each element of these campaigns is monitored, analysed and modelled. The firm also offers web site optimisation programmes and employs a team of around 24 people.

WPP says the acquisition reflects it commitment to growing its digital capabilities, which last year accounted for approximately 30% of the group's $16bn global revenues.

Web sites: www.wpp.com , www.wunderman.com and www.bienalto.com .