WPP Buys 'Data-first' eCommerce Firm Newcraft

Marcoms giant WPP has acquired 'data-first' eCommerce consultancy Newcraft for an undisclosed sum.

Founded in 2007 by Martijn Haanappel (pictured), Amsterdam and Brussels-based Newcraft helps clients define and execute digital strategies and understand how to capitalise data and develop omni-channel commerce experiences - using client data and its own expertise. The latter includes helping clients to manage and grow their digital sales channels, attract new customers, boost customer value and deliver 'value-driven management' of customer journeys.

As part of the takeover, Newcraft's team of 155 people will join WPP's marcoms business Wunderman Thompson, complementing its commerce and marketing services teams in Northern Europe. Mark Read, CEO of WPP, comments: 'With consumer behaviour and use of new eCommerce channels continuing to change at a rapid pace, brands need innovative solutions to reach customers and new audiences. As we continue to invest in growth areas, Newcraft's extensive experience of transforming the digital offering of some of Europe's leading companies will further strengthen our global commerce proposition and drive results for clients.'

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