WPP has purchased The Goat Company, a 150-strong influencer operator. Goat will be part of GroupM, WPP’s media company group and merge with its influencer marketer INCA to create what it calls the “first really world influencer advertising company” which can have round 300 workers.
The merged entity will probably be generally known as Goat. The company was based by Arron Shepherd, Nick Cooke and Harry Hugo in 2015. Purchasers have included Dell, Beiersdorf, Meta, Tesco, Uber, EA, Natura and Augustinus Bader.
Co-founder Shepherd says: “We couldn’t be happier to be becoming a member of WPP and GroupM to carry our main world influencer advertising and digital options to among the greatest manufacturers on this planet. We’re delighted to mix forces with the wonderful expertise at INCA to ship even higher worth for our shoppers all around the world.”
WPP CEO Mark Learn says: “Influencer advertising is a key progress precedence for the trade and for WPP. Our shoppers are more and more planning budgets at a worldwide scale and require companions which have the worldwide attain to assist ship, while driving engagement and influence at an area degree.
“Goat’s confirmed monitor report within the influencer advertising house paired with GroupM’s report of excellence will proceed to construct on our unparalleled experience on this space.”
