WPP agency buys e-commerce advisor

One of advertising behemoth WPP's digital agencies has looked to strengthen its e-commerce offering with the acquisition of Atlanta-based Marketplace Ignition.

Marketplace Ignition is an e-commerce agency focused on advising clients on how to grow their business on Amazon and other online marketplaces.

The firm, which employs roughly 35 people across its offices in Atlanta and Seattle, has a client base of around 400 brands, including Hallmark Cards, Lifetime Brands and Reynolds Consumer, representing more than $2bn of annual retail sales.

Possible, a wholly owned WPP agency, acquired Marketplace Ignition for its specialisation in offering operational marketing and advice to clients on e-commerce, encompassing everything from sales strategy and merchandise selection to dynamic pricing and promotion strategy, analysing data to identify immediate and long-term strategies for growth.

"The acquisition continues WPP's strategy of focusing on three key areas that differentiate the Group's offering to clients: technology, data and content," the FTSE 100 group said, pointing proudly at some of its digital acquisitions in areas ranging from marketing technology consultancy, content management technology, and digital production technology.