WPP Invests in Chinese Shopper Marketing Firm

WPP's brand activation agency network G2 has taken a majority stake in Chinese shopper marketing consultancy DPI. Terms of the deal were not disclosed.

Founded in 1996, Hong Kong-headquartered DPI also has offices in Guangzhou and Shanghai, and employs more than 80 people.

The firm specialises in shopper-based design solutions for retail space, merchandising systems, and experiential and environmental initiatives. These services will be combined with G2's existing branding, design and shopper marketing offerings, which use proprietary tools to gain insight into the 'Purchase Decision Journey', mapping the consumer's path to purchase.

DPI CEO Adeline Lee says the acquisition will enable her firm to utilise G2 and other WPP group proprietary tools such as Grey and G2's 'Eye on Asia' retail study, to gain insights into the above 'journey'.

'We are confident that DPI's unique and specialised shopper marketing and design offerings will add value to G2's portfolio of services to its clients,' states Lee. 'This partnership enables us to tap into G2's network strength, as well as its depth and breadth of experience with blue-chip clients as we broaden our footprint in Greater China.'

DPI's unaudited revenues for the year ended 31 December 2009 were HK$29.7m ($3.8m) with gross assets at the same date of HK$48m ($6.2m).

Web sites: www.g2.com and www.dpi-hk.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.