WPP Snaps Up Social Communities Company Crowdverb
Marcoms giant WPP has acquired US-based social mobilization company Crowdverb, which monitors and analyzes social media data to identify relevant crowds of voters, consumers and activists. Terms of the deal were not disclosed.
Crowdverb’s ‘Modern Mobilization’ services have been developed to target, build and mobilize appropriate communities based on the behaviours, interests and motivations that drive a person or group to act. Using the tool, the firm says that communities can be mobilized to impact issues and legislation, manage reputations, and promote products.
Following the acquisition, Seattle, Washington-based Crowdverb will be aligned with WPP’s communications agency Direct Impact, which offers a campaign-style approach to issue advocacy, corporate reputation and grassroots marketing.
Direct Impact CEO Nicole Cornish (pictured) commented: ‘Our acquisition of Crowdverb will improve how we approach grassroots communications and influence how we conduct campaigns from every angle. Direct Impact has been moving in this direction for some time, and we welcome Crowdverb on board to accelerate this momentum.’
Web sites: www.wpp.com , www.directimpact.com and www.crowdverb.com .