• by Steve McClellan  @mp_mcclellan, January 14, 2016

WPP Digital has acquired a minority interest in Mitú, Inc., the online Hispanic-focused digital content creator and media company serving young Latino audiences in the U.S. and Latin America. 

The investment was part of a $27 million funding round that also included AwesomenessTV,  and Verizon as well as existing investors, including Upfront Ventures, a big investor in Maker Studios. Specific stakes of the investors weren't disclosed.

Mitú's clients include America Movil, Kia, MillerCoors, NBCUniversal and Procter & Gamble. The company was founded in 2012 and is based in Santa Monica with offices in Mexico and Colombia. It employs around 120 people.

Mitú creates and distributes original content and produces branded entertainment for its clients. The company’s technology enables it to analyze its Latino audience's consumption of content across social media, thus providing it with a feedback loop for the company to continually create viral content. Mitú claims over two billion global monthly views across all platforms in the US, as well as Mexico, Brazil and other Latin American countries.

“This investment fits perfectly with WPP’s strategy of investing in digital, content and fast-growth markets, such as countries in Latin America, and demographics, such as U.S. Hispanic youth,” said Scott Spirit, WPP’s Chief Digital Officer. “Clients are trying to reach audiences where they organically spend their time. With young audiences, you need to reach them online and this investment in mitú is a great vehicle for clients of WPP companies to accomplish that.”

To date Mitú has raised $43 million in funding.