WPP Acquires Newcraft To Strengthen Digital Commerce Capabilities

WPP has acquired Newcraft, a European ecommerce consultancy based in the Netherlands.

Newcraft’s global clients include Ahold Delhaize, Pon Holdings, Yakult and JDE Peet.

The data-first company will join Wunderman Thompson's global network in Northern Europe. WPP is Wunderman Thompson’s parent company.

WT’s client roster includes Bosch, DFS, Johnson & Johnson, MAC, Nestlé, Sainsbury’s, Selfridges, Shell, Specialized, Tempur and Tiffany & Co.

The acquisition is expected to enhance WPP’s digital-commerce abilities and augment the agency’s growth strategy.

“Brands need innovative solutions to reach customers and new audiences. As we continue to invest in growth areas, Newcraft’s extensive experience of transforming the digital offering of some of Europe’s leading companies will further strengthen our global commerce proposition and drive results for clients,” said Mark Read CEO of WPP.

WPP manages more than $440 billion of direct and $20 billion of marketplaceGross Merchandise Volume, according to Forrester.

Martijn Haanappel, director-founder of Newcraft, touted the deal as leading to “amazing opportunities for both our people and clients.”



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