WPP shares fell 1.9% to 729.5p in early Thursday trading after the group announced it would acquire Dutch e-commerce consultancy Newcraft for an undisclosed price.
The creative transformation company said the acquisition will provide access to business opportunities for global customers such as Ahold Delhaize, Pon Holdings, Yakult and JDE Peet’s.
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According to WPP, Newcraft “helps organizations realize change, achieve growth goals, and master digital capabilities.”
The company employs 155 staff and will join Wunderman Thompson’s global network to complement its commercial and marketing services in the Nordics.
“We are very excited to start this new chapter. Looking back over the past 15 years, we are extremely proud of the strong company we have built. We have built a talented team, a dynamic and open culture and a great track record with our customers,” said Martijn Haanappel, Director and Founder of Newcraft.
“In joining WPP and the Wunderman Thompson network, we have found the perfect partner to begin the next phase of our growth ambitions, combining our digital acceleration capabilities with Wunderman Thompson’s market-leading Our combined commerce expertise will undoubtedly create great opportunities for both our employees and our customers.”
WPP confirmed that this acquisition strengthens its digital commerce capabilities as part of its ongoing growth strategy, reflecting the company’s investment in customer-facing commerce services that evolve with consumer needs.
“As consumer behavior and the use of new e-commerce channels continue to rapidly change, brands need innovative solutions to reach customers and new audiences,” said Mark Reid, CEO of WPP. says.
“Newcraft’s extensive experience transforming digital services for leading European companies will further strengthen our global commerce proposition and drive outcomes for our clients as we continue to invest in growth areas. I guess.”
The marketing group currently manages $40 billion in direct GMV and $20 billion in marketplace GMV for clients and employs 13,500 commerce specialists across its agencies.
