WPP's Maxus acquires direct-response digital media agency

WPP has agreed to acquire Amsterdam-based digital agency Helder Marketing & Communicatie, which focuses on 'direct response' measurement of advertising, for an undisclosed sum.

Helder, whose 99Channels 'direct response' software has been developed to analyse the results on client websties directly after TV campaigns, had revenues of around €1.13m for the year ended 31 December 2014, with gross assets of approximately €1.14m.

It will become part of WPP's Maxus media investment management agency, which is part of its GroupM global media investment management division.

The media agency said: “This investment continues WPP's strategy of developing its services in fast-growing and important markets and sectors and strengthening its digital capabilities.”

WPP said its digital revenues were $6.9bn in 2014, representing 36% of the group's total revenues of $19bn. The company added that it has set a target of 40-45% of revenue to be derived from digital in the next five years.

At 0907 GMT, WPP shares were down 0.5% at 1,465p.