ITV

Tag: WPP Digital

  • WPP, AwesomenessTV & Verizon invest in Hispanic digital network Mitu

    WPP, AwesomenessTV & Verizon invest in Hispanic digital network Mitu

    MUMBAI: Mitú – an online Hispanic-focused digital content creator and media company catering to young Latino audiences in the US and Latin America – has raised a sum of $27 million from WPP Digital, DreamWorks Animation’s AwesomenessTV and Verizon Ventures in a round of Series C funding.

     

    With this the company’s total funding till date is now $43 million. The company’s existing investor Upfront Ventures also participated in this fresh round. 

     

    Mitú’s clients include America Movil, Kia, MillerCoors, NBCUniversal and Procter & Gamble. Mitú was founded in 2012 and is based in Santa Monica with offices in Mexico and Colombia. It employs around 120 people.

     

    Mitú creates and distributes original content as well as producing branded entertainment on behalf of its clients. Mitú’s technology enables it to efficiently analyze its Latino audience’s consumption of content across social media, thus providing it with a feedback loop for the company to continually create viral content. Mitú has over two billion global monthly views across all platforms in the US, as well as Mexico, Brazil and other Latin American countries.

     

    WPP Digital’s minority interest acquisition in Mitú, continues WPP’s strategy of investing in regions and sectors such as digital.

     

    Mitú founder and CEO Roy Burstin said, “Latinos represent 24 per cent of millennials in the US. That’s why we think of this demo not as a niche but as a part of the mainstream. Mitú’s content brings a distinct point of view that appeals broadly to young, mobile audiences. Brands want to reach these young consumers but accessing them through traditional channels has proved elusive. Mitú has reach where others have struggled.”

     

    WPP chief digital officer Scott Spirit added, “This investment fits perfectly with WPP’s strategy of investing in digital, content and fast-growth markets, such as countries in Latin America, and demographics, such as US Hispanic youth. Clients are trying to reach audiences where they organically spend their time. With young audiences, you need to reach them online and this investment in Mitú is a great vehicle for clients of WPP companies to accomplish that.”

  • WPP Digital acquires majority stake in Acceleration

    MUMBAI: Media communications group WPP‘s digital arm WPP Digital has bought majority stakes in the two holding companies of marketing technology firm Acceleration.

    The two holding companies are Guernsey island-based Acceleration Holdings Ltd and South Africa-based Acceleration eMarketing Limited.

    Acceleration‘s combined audited revenues for the year ended 31 December 2011 were US$16.8 million.

    The acquisition is part of WPP‘s continued efforts to enhance its digital portfolio. WPP‘s annual digital revenues are almost US$4.8 billion, which is more than 30 per cent of the group‘s total revenue of US$16 billion. WPP‘s target is to have 35-40 per cent of revenues from digital in the next five years.

    Acceleration, which was founded in 1999, has offices in Buenos Aires, Cape Town, Dubai, Johannesburg, London and New York and employee strength of 148 marketing technologists.

    Acceleration provides services that help clients architect, implement and orchestrate digital marketing and publishing technologies to enhance their digital business initiatives. Its clients include Celebrity Cruises, The Economist, South African Tourism and UEFA.

  • WPP Digital to acquire Rockfish Interactive

    WPP Digital to acquire Rockfish Interactive

    MUMBAI: WPP Digital, the digital arm of WPP, is acquiring Rockfish Interactive, one of the fastest growing digital marketing agencies in the United States.

    “Rockfish is a fantastic addition to the WPP Digital family,”WPP Digital CEO Mark Read said. “Kenny Tomlin (Rockfish CEO) and his team have built a smart company that understands how technology is changing communications and business. Its work demonstrates how it can apply this to drive innovation for clients. We‘re delighted that under Kenny‘s leadership we will be continuing to develop the Rockfish brand and helping the team to maintain the rapid growth they have shown since they started in 2006.”

    This acquisition continues WPP‘s strategy of investing in fast growing sectors and markets and further strengthens its capabilities in the digital marketing sector. The transaction, however, is subject to regulatory nod and the approval of Rockfish‘s shareholders.

    Rogers, Arkansas (AR) -headquartered Rockfish has offices in Little Rock, AR, Dallas and Cincinnati and boasts a client list that includes marketers like Walmart, Sam‘s Club, Cisco, Procter & Gamble, United Health, EA Sports and Tyson Foods.

    Tomlin added, “The rapid growth of Rockfish into one of the world‘s foremost digital innovation companies most appropriately aligns with WPP and their vision for our continued success. We believe that our best days are still in front of us and consider this an important next step in the evolution of Rockfish.”

    Rockfish was founded in 2006 and employs 150 people. It provides clients with strategic consulting, technology, mobile, design and digital marketing services. It was named “Small Agency of the Year”by Advertising Age magazine in 2009 and was third on their “Agency A-List” in 2010. 

    OMMA magazine, a publication devoted to coverage of online media and marketing, recognised Rockfish as its “Best Web Design and Development”agency of the year in 2010.