NEWS2 July 2014

Kantar acquires majority stake in Guardian Digital Agency

M&A News UK

UK — WPP’s data investment management division, Kantar, has bought Guardian Digital Agency (GDA), previously part of the Guardian News and Media Group.

The specialist data visualisation, site design and interactive development agency will be rebranded as Graphic. Many of Kantar’s 12 companies have already worked with GDA to increase the impact and interactivity of their insights work.  

This investment continues WPP’s strategy of developing its integrated services and strengthening its capabilities in digital media.  WPP’s digital revenues (including associates) were in excess of $6 billion in 2013, representing almost 35% of the Group’s total revenues of $17.3 billion. WPP has set a target of digital accounting for 40-45% of revenue in the next five years.

Kantar owns 12 specialist companies and employs 27,000, across 100 countries, covering all areas of research and consultancy disciplines.