• by Steve McClellan  @mp_mcclellan, March 27, 2023

WPP is on a shopping spree for influencer agencies. Just a week after announcing a deal to acquire global influencer shop Goat, the holding company has disclosed another acquisition in the space—for a firm called Obviously. It was founded in 2014 and now has offices in New York, San Francisco and Paris.  

WPP said the shop has a tech platform capable of handing complex campaigns for global clients like Google, Ford, Amazon and Ulta Beauty.

The firm’s service offering includes marketing strategy, influencer identification, content creation, campaign management, and reporting and analysis.

The Obviously team of about 100 people will join the VMLY&R network, accelerating the WPP agency’s investment in data and social media work.

Mae Karwowski, Co-founder and CEO of Obviously said acquisition is “the best of both worlds: We retain our agile and entrepreneurial culture while benefiting from VMLY&R’s depth of experience and global scale.” That, she added would result in “accelerated growth for all.”

Jon Cook, CEO of VMLY&R, added, “Bringing Obviously into our VMLY&R family is a clear win as clients demand more intelligent data and results in the influencer space.”