WPP buys Canadian commerce agency Diff

WPP said on Thursday that Diff is an award-winning developer of tailor-made commerce solutions with specialised capabilities that address the rapidly growing Shopify commerce ecosystem.

Founded in 2011 by Benjamin Crudo, the 115-strong company will join the Wunderman Thompson global network, "complementing its world-class commerce and marketing services teams in North America", it said.

WPP said the deal will further strengthen its digital commerce capabilities and reflects the company's ongoing investment into its commerce offer for clients as consumer needs continue to change.

Chief executive Mark Read said: "The tremendous growth in the digital commerce ecosystem means our clients are looking to us to deliver the innovative solutions they need to reach new and existing customers in meaningfully engaging ways.

"Diff's Shopify expertise, alongside its unique blend of strategy, optimization and design, will be a welcome addition to our commerce portfolio and will drive results for our clients in North America, which is WPP's largest market."