WPP Acquires Data-Driven Influencer Marketing Agency Goat

by Lindsey Francy Mar 23, 2023 News
WPP Acquires Data-Driven Influencer Marketing Agency Goat

One of the world's leadinginfluencer marketing agencies, Goat, has been acquired by WPP.

Goat is a data-led end-to-end influencer marketing campaign company founded by Arron Shepherd, Nick Cooke, and Harry Hugo. Goat uses paid media to reach the right audience and achieve industry leading results. Some of the biggest brands in the world have been helped to grow by the company's 150+ staff. Over half a million pieces of content have been tracked by Goat since it was founded.

Adweek recognised Goat as Europe's fastest-growing agency, The Drum gave it Social Media Agency of the Year and LinkedIn named it one of its top companies.

GroupM and Goat will combine to create the world's first truly global influencer marketing agency with more than 300 employees in over 30 markets. GroupM Nexus, the world's leading media performance organisation with more than 9000 expert practitioners, will be the new owner of the combined entity.

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 the world's largest social and commerce platforms.

GroupM has an exciting growth area in influence marketing, one in which 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.

Arron Shepherd said: "We couldn't be happier to be joining WPP and GroupM to bring our leading global influencer 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 and for the company. 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.

As part of the accelerated growth strategy and focused M&A approach, Goat is the latest acquisition. In the last six months alone, 3K Communications, Fnom Digital, Passport, Jeffrey Group and Newcraft have been acquired.

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