• by Steve McClellan  @mp_mcclellan, March 24, 2014

WPP has agreed to take a majority stake in UK digital technology consultancy Cognifide. The transaction was made via WPP Digital, the digital investment arm of WPP, and Wunderman, part of the Young & Rubicam Group. In a separate deal, JWT agreed to acquire China-based premium and gift specialist eGift.

Terms of the transactions were not disclosed.

Cognifide specializes in content management and digital asset management technology.  It helps companies and brands build their capabilities through companywide digital frameworks that create, manage and optimize measurable digital experiences across an array of digital channels from Web to mobile.

Cognifide’s clients include Skype, Roche and Virgin Media, as well as some companies from financial services, life sciences, media, entertainment and retail. Founded in 2005, Cognifide has offices in London, Copenhagen and Pozna, Poland.

“As a leading consulting and implementation partner for Adobe and Sitecore, Cognifide is an important strategic addition to WPP,” said Mark Read, CEO of WPP Digital.

Egift, based in Shanghai, provides integrated premium and loyalty program gift solutions to clients, ranging from strategy, design, sourcing and prototyping to production, logistics and distribution. The company, which was established in 2002, has a client roster that includes Johnson & Johnson, Roche, Pechoin, Conde Nast and Novartis.

Following the acquisition, Egift will continue to operate independently, as part of JWT’s activation, field and shopper marketing operations in China.