WPP today announces the acquisition of Goat, one of the world’s leading influencer marketing agencies.

London influencer agency Goat is set to be merged with GroupM influence unit Inca to create the industry’s first truly global influencer marketing agency with more than 300 employees in over 30 markets around the world, after holding company WPP struck a deal to acquire the firm.

The agency is one of the largest influencer agencies in the sector, with 150 staff based in the UK and US, and its clients include Dell, Mars, Audi and Nivea.

Christian Juhl, the global chief exec of GroupM, says the deal will help the network offer influencer expertise at a larger scale. He commented: “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.

Read more on the WPP website: https://www.wpp.com/news/2023/03/wpp-acquires-data-driven-influencer-marketing-agency-goat