The digital arm of global communications services house WPP - WPP Digital - has acquired a majority stake in marketing technology company Acceleration.
WPP Digital yesterday announced the acquisition would see Acceleration operating as a standalone business within its digital media portfolio in a bid to fast-track the pace of change in digital marketing.
Founded in 1999, Acceleration has local offices in Johannesburg and Cape Town, as well as an international presence in London, New York, Dubai, and Buenos Aires - with over 150 marketing technologists in its employ.
Mark Read, CEO of WPP Digital, says the continued transformation of marketing by technology has brought about a growing demand for digital marketing technologists to help publishers. “Increasingly, marketers manage and integrate the various specialist software tools available in areas such as analytics, ad serving, digital asset management and optimisation. We expect Acceleration to bring these skills to bear on WPP's clients.”
Acceleration CEO Jacques van Niekerk says WPP Digital's investment in the company confirms the “new reality” that strategic management of digital technologies is integral to the future of marketing as a discipline. “We look forward to building an innovative partnership.”
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