WPP has acquired Goat, a data-driven influencer marketing agency, to enhance its digital marketing capabilities and offer clients more comprehensive solutions.
Goat will merge with INCA, WPP's influencer marketing solution, and become part of GroupM, WPP's media investment group.
Goat, founded in 2015 by Arron Shepherd, Nick Cooke, and Harry Hugo, has grown rapidly, working with major brands like Dell, Meta, Tesco, and Uber.
- The agency specializes in data-led, end-to-end influencer marketing campaigns grounded in performance and measurement.
- Goat has tracked the performance of over 50,000 influencer channels and over 250,000 pieces of content.
- The combined entity will operate under the name Goat and become part of GroupM Nexus, the world's leading media performance organization with over 9,000 expert practitioners.
