NEWS29 March 2023

WPP buys influencer marketing agency Obviously

Data analytics M&A News North America Technology UK

UK & US – WPP has acquired New York-based influencer marketing technology agency Obviously, which will become part of marketing and comms business VMLY&R to bolster its data and social media work.

young woman making a piece to camera for influencer marketing or social media

Founded in 2014 by Mae Karwowski and Maxime Domain, Obviously’s technology platform is used by marketers to lead campaigns with social influencers.

The company offers services including marketing strategy, influencer identification, content creation, campaign management, and reporting and analysis.

It also uses AI to offer predictive analysis and assess campaign pricing and benchmarking.

Obviously is headquartered in New York and has operations in San Francisco and Paris. The company’s team of almost 100 people will join WPP’s VMLY&R.

The financial terms of the deal were not disclosed.

Jon Cook, chief executive of VMLY&R, said clients were demanding “more intelligent data and results in the influencer space”, and added: “Obviously’s tech and data capabilities are highly innovative, and its ability to scale creator content quickly and efficiently, and in every language, makes it instantly prepared to be leveraged globally.”

Mark Read, chief executive of WPP, said: “The creator economy has experienced huge growth in recent years, and it plays a pivotal role in shaping consumer behaviour. The Obviously team brings an exceptional range of global influencer marketing capabilities and a world-class technology platform that will further strengthen our offer to clients.”