WPP's Latest Latin America Shopping Spree

Early this week WPP acquired leading Latin American media measurement firm IBOPE via its Kantar research division.

Now the London-based holding company has added two more firms to its Latin American shopping cart including Ecuadorian market research firm Habitus, which was purchased via Millward Brown. In a separate deal WPP also agreed to buy Clarus Digital, one of Mexico’s big digital marketing agencies.

Latin America is seen as a fast growing advertising region. Brazil’s advertising market, for example, is expected to grow 14% this year and another 12% in 2015, according to the latest GroupM forecast. WPP companies (including associates) collectively generate annual revenues of $1.6 billion and employ 20,000 people in Latin America currently.

Habitus is a provider of demographic surveys and quantitative and qualitative analysis for its blue-chip client base. Habitus' 2014 revenues are estimated at $5 million and its clients include the Inter-American Development Bank, Coca-Cola, SAB Miller and Nestle. Habitus employs 80 people and is based in Quito with an office in Guayaquil. It was founded in 2002.

Clarus' 2014 revenues are estimated at $7.4 million. Clients include Telcel, Citi-Banamex, Aeromexico, and Sigma Alimentos. The agency, which now employs 112 people, was founded in 2009 and provides full-service digital marketing and media buying capabilities. It is based in Mexico City



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