WPP PLC on Thursday said it is buying Newcraft Group BV, a European e-commerce consultancy based in the Netherlands, for an undisclosed sum.
The London-based advertising agency said the acquisition will strengthen its digital commerce capabilities.
WPP Chief Executive Officer Mark Read said: ‘With consumer behaviours and use of new e-commerce channels continuing to change at a rapid pace, brands need innovative solutions to reach customers and new audiences.’
Newcraft, founded in 2007, is a data-first digital-acceleration consultancy that combines transformation strategy with commerce expertise to deliver growth and business results, WPP said.
The latest acquisition comes after WPP bought Brazil-based e-commerce agency Corebiz in July.
Shares were down 3.1% at 721.60 pence each on Thursday morning in London.
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