• by Steve McClellan  @mp_mcclellan, November 11, 2015

In a deal designed to bolster the group’s mobile marketing capabilities in Africa, WPP’s GroupM has acquired a majority stake in mobile specialist Yonder Media in South Africa.

Terms weren’t disclosed, although it’s estimated that GroupM paid around $3.5 million for the stake.

Established in 2005, Yonder Media bills itself as a mobile-first digital and social-media agency. Services include mobile and social-media strategy, media planning, buying and management and application development. Based in Johannesburg, the agency employs around 30 people. 

GroupM said that Yonder would continue to operate as separate brand, led by CEO Rick Joubert, serving its own client base, which includes Toyota, First National Bank and Fanta.

It will also lend its “specialty services” to GroupM shops including Mindshare, MEC Group, MediaCom and Maxus.

Michelle Meyjes, Chief Executive Officer, GroupM, South Africa, said: “Mobile and digital usage are in rapid growth mode across South Africa. With Yonder Media, we will establish a mobile/social hub of excellence to support our client base and agencies.”