The acquisition of Goat was announced by the company.
Goat is a data-led end-to-end influencer marketing campaign company founded by Arron Shepherd, Nick Cooke, and Harry Hugo.
Targeted paid media is used to reach the right audience and achieve results.
GroupM and Goat will combine to create an agency with more than 300 employees in over 30 markets around the world.
The combined entity will be called Goat and will be part of GroupM.
Goat will support GroupM's strategy to help clients drive growth through performance with the scale and expertise to help global brands get their message out. Goat will provide GroupM and WPP clients with industry-leading global, cross-channel, and data-driven influencer marketing capabilities thanks to GroupM's partnerships with social and commerce platforms.
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 ability to deliver accountable, cross-channel, and data-driven influencer solutions for clients anywhere in the world is a result of Goat joining GroupM. Goat is expected to play a critical role in helping define the next era of media at GroupM.
Shepherd said, "We couldn't be happier to be joining WPP and GroupM to bring our leading globalinfluencer marketing and digital solutions to some of the best brands in the world." Combining forces with INCA will allow us to deliver even better value for our clients around the globe.
Mark Read said that influence marketing is a priority for the industry. 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 GroupM has a record of excellence in this area and Goat has a proven track record in this area.