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WPP PLC on Tuesday said it has acquired Obviously, a technology-led social influencer marketing agency based in New York, and with operations in San Francisco and Paris. The London-based advertising and communications company did not disclose the amount paid for Obviously. ‘Obviously’s proprietary next-generation tech platform increases campaign efficiency and enables the company to service large-scale complex campaigns for enterprise clients, including Google, Ford, Ulta Beauty and Amazon,’ WPP said. It offers a range of end-to-end services, including marketing strategy, influencer identification, content creation, campaign management, and robust reporting and analysis. WPP added that Obviously has prioritised in regulated industries such as pharma, healthcare, finance and insurance. Chief Executive Mark Read said: ‘The creator economy has experienced huge growth in recent years, and it plays a pivotal role in shaping consumer behavior. The Obviously team brings an exceptional range of global influencer marketing capabilities and a world-class technology platform that will further strengthen our offer to clients.’ WPP estimated the US influencer market to have been worth $5 billion in 2022. Shares in WPP were up 1.6% at 931.80 pence each in London on Monday afternoon. Copyright 2023 Alliance News Ltd. All Rights Reserved.
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