London-based creator of, well, let’s be honest, lots of cool stuff that are a feast for the senses, WPP has acquired cross-town global social influencer marketing agency Goat. The terms and conditions of the deal were undisclosed.
Even if you’re not quite familiar with Goat’s work, chances are, you in fact, are. They’re the company driving influencer marketing campaigns on behalf of Dell, Danone, Uber Eats, Audi, Lipton, M&Ms, Nivea, and the list goes on and on.
Founded in 2015 Goat, which you’ve got to know is a subtle nod to the acronym the Greatest of All Time, focuses on brand engagement while integrating targeted paid media to reach the right audience at the right time and in the right place, ultimately achieving results that have kept clients happy and coming back for more.
“We couldn't be happier to be joining WPP and GroupM to bring our leading global influencer marketing and digital solutions to some of the best brands in the world. We are delighted to combine forces with the amazing talent at INCA to deliver even better value for our clients all over the world.” - Goat CEO and founder Aaron Shepherd
According to the company, since its founding, they’ve tracked the performance of some 50,000+ influencer channels and over a quarter billion pieces of content. Say it with me now, that’s on average 31,250 pieces of content a year or 85.6 pieces of content per day.
Post-acquisition, Goat will join WPP’s media investment group, GroupM, and merge its award-winning experience with WPP’s influencer marketing solution INCA to forge a global influencer marketing agency comprised of more than 300 talents working in 30+ markets around the world.
“Influencer marketing is an exciting growth area for our business and one in which our clients are looking for globally scaled and outcomes-driven capabilities,” said Global CEO, GroupM Christian Juhl. “The addition of Goat to GroupM as part of GroupM Nexus gives us the ability to deliver accountable, cross-channel, and data-driven influencer solutions for clients anywhere in the world. Combined with the exceptional talent at INCA, we expect Goat to play a critical role in helping us define the next era of media at GroupM.”