WPP Acquires Data-led Influencer Agency Obviously

Marcoms group WPP has acquired tech-led social media influencer marketing agency Obviously, which offers enhanced data to deliver real-time campaign and audience insights. Terms of the deal have not been disclosed.

Founded by Mae Karwowski and Maxime Domain (pictured) in 2014, New York-based Obviously's services include marketing strategy, influencer identification, content creation, campaign management, and reporting and analysis. In addition, the agency's data and analytics infrastructure uses AI to deliver predictive analysis and assess campaign pricing and benchmarking.

As part of the deal, Obviously's team of nearly 100 people will join WPP's global marketing agency network VMLY&R, to expand the latter's investment in data and social media work. News of the acquisition follows that of WPP's takeover of data-driven influencer marketing agency Goat last week.

Jon Cook, CEO of VMLY&R, comments: 'Bringing Obviously into our VMLY&R family is a clear win as clients demand more intelligent data and results in the influencer space. 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.'

Web sites: www.wpp.com , www.obvious.ly and www.vmlyr.com .