NEWS26 August 2014

Millward Brown buys InsightExpress

M&A North America

US — WPP-owned Millward Brown has acquired media analytics and marketing company InsightExpress in the US. The business will be combined with its US-based digital unit, Millward Brown Digital.

The purchase fits with WPP’s strategy of investing in fast-growing markets and sectors such as data and digital. It has set a target of 40-45% of revenue to be derived from digital in the next five years. WPP’s digital revenues (including associates) were in excess of $6 billion in 2013, approximately 35% of the group’s total revenues of $17.3 billion.

InsightExpress’ unaudited revenues for the period ended 31 December 2013 were $26.4 million with gross assets of $8.8 million. The company was founded in 1999 and is based in Stamford, CT; it has more than 200 clients including NBCUniversal, Google, Netflix, Hulu and Microsoft.  

Millward Brown, is part of WPP’s data investment management division, Kantar.