UK – WPP (NYSE: WPP), a London, UK-based creative transformation company, acquired Obviously, a technology-led social influencer marketing agency based in New York.
The amount of the deal was not disclosed.With the acquisition, WPP will expand its offerings.Founded by Mae Karwowski and Maxime Domain in 2014, Obviously provides a proprietary next-generation tech platform that increases campaign efficiency and enables the company to service large-scale complex campaigns for enterprise clients, including Google, Ford, Ulta Beauty and Amazon. Obviously offers a full stack of end-to-end services, including marketing strategy, influencer identification, content creation, campaign management, and reporting and analysis. Obviously’s tech offerings include automating processes; streamlined workflow between influencers, clients and internal teams; and enhancing data to deliver real-time campaign and audience insights. The agency’s data analytics infrastructure also leverages AI to deliver predictive analysis and assess campaign pricing and benchmarking. It is also based in San Francisco and Paris.Its team of nearly 100 people will join VMLY&R’s network, accelerating the WPP agency’s investment in data and social media work.VMLY&R is a global brand and customer experience agency that harnesses creativity, technology, and culture to create connected brands. It is made up of more than 13,000 employees worldwide with principal offices in Kansas City, New York, Detroit, London, São Paulo, Shanghai, Singapore and Sydney. The agency is behind campaigns for blue-chip client partners including Colgate-Palmolive, Danone, Dell, Ford, Intel, New Balance, Pfizer and Wendy’s. 27/03/2023
