WPP expands in influencer advertising with Goat

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 international influencer advertising company” which can have round 300 workers.

The merged entity can be often called 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 deliver our main international influencer advertising and digital options to a few of the finest manufacturers on the planet. We’re delighted to mix forces with the superb 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 development precedence for the business 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 impression at an area stage.

“Goat’s confirmed observe file within the influencer advertising area paired with GroupM’s file of excellence will proceed to construct on our unparalleled experience on this space.”