WPP announces the acquisition of Goat, one of the world’s leading influencer marketing agencies. Goat specializes in data-led end-to-end influencer marketing campaigns grounded in performance and measurement and was founded by Arron Shepherd, Nick Cooke, and Harry Hugo in 2015. Goat will join GroupM, WPP‘s media investment group, and merge with its influencer marketing solution INCA to create the industry’s first truly global influencer marketing agency with more than 300 employees in over 30 markets around the world. As part of GroupM Nexus, Goat will support GroupM’s strategy to help clients drive growth through performance with the scale and expertise to help global brands activate campaigns anywhere in the world. Mark Read, CEO, WPP, said: "Influencer marketing is a key growth priority for the industry and for WPP. Our clients are increasingly planning budgets at a global scale and require partners that have the global reach to help deliver, whilst driving engagement and impact at a local level. Goat’s proven track record in the influencer marketing space paired with GroupM’s record of excellence will continue to build on our unparalleled expertise in this area."
Published first on TheFly
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