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WPP buys data-driven influencer marketing company Goat

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WPP has announced the acquisition of Goat, a leading influencer marketing agency in the world.

Goat, founded in 2015 by Arron Shepherd, Nick Cooke, and Harry Hugo, specializes in data-driven end-to-end influencer marketing campaigns based on performance and measurement. To reach the right audience and achieve industry-leading results, Goat drives authentic brand engagement while integrating targeted paid media.

The company’s 150+ employees spread across three global offices have assisted in the growth of some of the world’s most recognizable brands, including Dell, Beiersdorf, Meta, Tesco, Uber, EA, Natura, and Augustinus Bader, by delivering best-in-class social and influencer campaigns. Goat has tracked the performance of over 50,000 influencer channels and over 250,000 pieces of content since its inception.

Adweek named Goat Europe’s fastest-growing agency in recent years, while The Drum named it Social Media Agency of the Year and LinkedIn named it one of its top companies.

Goat will join GroupM, WPP’s media investment group, and merge with its influencer marketing solution INCA to form the industry’s first truly global influencer marketing agency, with over 300 employees across 30 markets. The combined entity, known as Goat, will be part of GroupM Nexus, the world’s leading media performance organization with over 9,000 expert practitioners.

Goat, as part of GroupM Nexus, will support GroupM’s strategy of assisting clients in driving growth through performance by providing the scale and expertise to assist global brands in activating campaigns anywhere in the world. Goat will provide GroupM and WPP clients with industry-leading global, cross-channel, and data-driven influencer marketing capabilities, bolstered by GroupM’s partnerships with the world’s largest social and commerce platforms, proprietary technology, and deep global expertise.

WPP is a creative transformation firm. We harness the power of creativity to create better futures for our people, the planet, our clients, and our communities.

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