Stagwell has agreed to acquire French digital brand and marketing consultancy What’s Next Partners (WNP). Terms were not disclosed.  

According to Stagwell, the firm specializes in data-driven strategies, integrated communications and creative content.  

When the deal closes, WNP will become the first co-branded member of the Anomaly Alliance, expanding Anomaly's global footprint to France. It currently has offices in New York, Los Angeles, Toronto, London, Berlin, and Shanghai.   

The consultancy will add capabilities to Anomaly in scaled digital content and AI-enabled CRM and data. And the hope is it will help the agency compete for and service larger European accounts.   

WNP was founded by Guy Chauvel in 2010. Earlier he served at JWT and was CEO Havas Europe. He will work with Anomaly Alliance CEO Carl Johnson to develop new client solutions for the Anomaly Alliance of agencies which was formed in 2020. In addtion to Anomaly, agencies in the group include Y Media Labs, Mono, marketing communications and PR firm Hunter, experiential agency Relevent, and Concentric Health Experience. 

Stagwell said further Anomaly Alliance acquisitions are to come, ranging from Latin America to Asia Pacific.   

WNP will mark Stagwell's third acquisition so far this year following the purchase of Team Epiphany and Sidekick.