WPP Buys CX Specialist Velvet Consulting

Marcoms giant WPP has acquired customer experience (CX) specialist Velvet Consulting, which combines marketing, data science and technology to help clients better understand and communicate with consumers. Terms of the deal were not disclosed.

Founded in 2004 by Fabienne Magot and Robert Picarel, Velvet Consulting has offices in Paris and Toulouse, and employs 200 people. Working alongside its clients, the firm helps understand, anticipate, and manage customer relationships, and provide enriched customer experiences through which to engage consumers. In addition, Velvet Consulting has a dedicated big data lab through which it develops data sciences practices and tools; and its team also helps structure and analyze customer and market data through analysis of omni-channel behaviour and journeys.

WPP says the acquisition supports its own 'wider strategic transformation', in particular Velvet Consulting's expertise in omni-channel consumer engagement.

Web sites: www.wpp.com and www.velvetconsulting.com .