• by Steve McClellan  @mp_mcclellan, July 15, 2014

WPP's subsidiary Scangroup Limited has agreed to acquire a majority stake in EXP, a pan-African experiential marketing group based in South Africa, subject to regulatory approvals. Terms weren’t disclosed.

EXP has 20 offices doing work for clients in 27 countries and employs 1,700 people. In South Africa the firm has offices in Cape Town, Johannesburg and Durban.

WPP said that Scangroup posted revenues of more than $60 million in 2013. The agency offers clients across sub-Saharan Africa a range of advertising and marketing services in advertising, media investment management, marketing consultancy, public relations, digital and experiential marketing.

The holding company said it employs 27,000 people in Africa and that its companies there generate about $700 million in annual revenues.