WPP buys social influencer marketing agency Obviously

Advertising giant WPP has announced the acquisition of New York-based technology-led social influencer marketing agency Obvsiously.

Founded by Mae Karwowski and Maxime Domain in 2014, Obviously's proprietary next-generation tech platform increases campaign efficiency and enables the company to service large-scale complex campaigns for enterprise clients, including Google, Ford, Ulta Beauty and Amazon.

Obviously - which has operations in San Francisco and Paris - offers a full stack of end-to-end services, including marketing strategy, influencer identification, content creation, campaign management, and robust reporting and analysis.

Its team of nearly 100 people will join VMLY&R's network, "accelerating the WPP agency's investment in award-winning data and social media work".

WPP chief executive Mark Read said: "The creator economy has experienced huge growth in recent years, and it plays a pivotal role in shaping consumer behaviour.

"The Obviously team brings an exceptional range of global influencer marketing capabilities and a world-class technology platform that will further strengthen our offer to clients."