WPP acquires influencer marketing agency Goat

WPP has announced the acquisition of Goat, an influencer marketing agency.  

Goat specialises in data-led end-to-end influencer marketing campaigns grounded in performance and measurement and was founded by Arron Shepherd, Nick Cooke, and Harry Hugo in 2015.

It drives authentic brand engagement while integrating targeted paid media to reach the right audience and achieve results.  

Goat will join GroupM, WPP’s media investment group, and merge with its influencer marketing solution INCA to create a truly global influencer marketing agency with more than 300 employees in over 30 markets around the world.

The combined entity – which will go to market as Goat – will operate as part of GroupM Nexus, the media performance organisation. 

As part of GroupM Nexus, Goat will support GroupM’s strategy to help clients drive growth through performance with the scale and expertise to help global brands activate campaigns anywhere in the world. Enhanced by GroupM’s partnerships with social and commerce platforms, proprietary technology, and deep global expertise, Goat will provide GroupM and WPP clients with industry-leading global, cross-channel, and data-driven influencer marketing capabilities.      

Christian Juhl, Global CEO, GroupM, said, “Influencer marketing is an exciting growth area for our business and one in which our clients are looking for globally scaled and outcomes-driven capabilities. The addition of Goat to GroupM as part of GroupM Nexus gives us the ability to deliver accountable, cross-channel, and data-driven influencer solutions for clients anywhere in the world. Combined with the exceptional talent at INCA, we expect Goat to play a critical role in helping us define the next era of media at GroupM.” 

Shepherd said, “We couldn't be happier to be joining WPP and GroupM to bring our leading global influencer marketing and digital solutions to some of the best brands in the world. We are delighted to combine forces with the amazing talent at INCA to deliver even better value for our clients all over the world.”  

Mark Read, CEO, WPP, said, “Influencer marketing is a key growth priority for the industry and for WPP. Our clients are increasingly planning budgets at a global scale and require partners that have the global reach to help deliver, whilst driving engagement and impact at a local level. Goat’s proven track record in the influencer marketing space paired with GroupM’s record of excellence will continue to build on our unparalleled expertise in this area.”