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WPP Takes Stake in Polish Agency
WPP's digital marketing agency VML is to acquire a 49% stake in Polish full-service interactive agency Heureka Group, which has its own proprietary social media analytics arm called Brand Fibres. Terms of the deal were not disclosed.
 The Heureka Group was founded in 2008 by CEO Dariusz Andrian (pictured), Michal and Joanna Adamkiewicz-Wolniak, Piotr Friedberg and Dawid Szczepaniak. In addition to Brand Fibres, which combines social media listening with a social CRM approach, the group includes two creative agencies, Heureka and Pride & Glory. The company employs 150 people at its offices in Warsaw and Krakow, and for the year 2012 had unaudited revenues of c.EUR 6.8m.
Following the transaction, Heureka Group will rebrand as part of VML, and under the terms of the acquisition WPP has the option to acquire majority ownership at a future date. The Polish division will act as a regional centre to support procurement, conceptual work, strategy, research and production.
In a statement, WPP said the move continues its progress towards a target of 35-40% of its revenue from digital activities in the next five years.
Web site. www.wpp.com and www.grupaheureka.pl .
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