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.
FTSE 100
8,060.61
15:45 15/11/24
FTSE 350
4,453.56
15:45 15/11/24
FTSE All-Share
4,411.85
15:45 15/11/24
Media
12,522.60
15:45 15/11/24
WPP
812.20p
15:45 15/11/24
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.