WPP Buys Into South African Communities Specialist

WPP has taken a majority stake in Johannesburg, South Africa-based strategic comms agency Cerebra Communications, whose services focus around building and running brand communities.

Cerebra was formed in 2006 and employs around 35 people on projects including community management, crisis management, social business strategy and creative communication campaigns. Revenues for the year ended February 2013 were c.ZAR 17 million. WPP says the firm will retain its independent positioning while working closely with some of the 27,000 people in the group's other agencies in Africa.

More precise details of the deal were not disclosed. As usual, WPP says the move continues its strategy of developing its services in fast-growing and important markets and sectors and strengthening its capabilities in digital media. The UK-based group has set a revised target of 40-45% of revenue to be derived from digital in the next five years.

Web sites: www.wpp.com and www.cerebra.co.za .