INFLUENCER MARKETING

Global giant WPP acquires specialist influencer marketing agency

By our News Team | 2023

Influencer marketing is increasingly a key growth priority for the marketing industry and for WPP, says CEO.

In yet another indication of how influencer marketing is being integrated into mainstream marketing strategies and scaled globally, one of the world’s largest advertising and communications groups – London-based WPP – has announced the acquisition of Goat.

Goat is a specialist influencer marketing agency based in the UK and US, but operating around the world with clients such as Meta, Uber and Dell.

Illustration courtesy of Goat Agency

In recent years, Adweek magazine has recognised Goat as Europe’s fastest-growing agency, while The Drum magazine awarded it Social Media Agency of the Year and LinkedIn named it one of its top companies.

Goat will join GroupM, WPP’s media investment group, and merge with its influencer marketing business, called INCA, to create what the company says is “the industry’s first truly global influencer marketing agency with more than 300 employees in over 30 markets around the world”.

Clients want globally scaled and outcomes-driven capabilities

According to Christian Juhl, Global CEO of GroupM, influencer marketing is an exciting growth area for the business, and one in which clients are looking for globally scaled and outcomes-driven capabilities.

“The addition of Goat to GroupM … gives us the ability to deliver accountable, cross-channel and data-driven influencer solutions for clients anywhere in the world. Combined with the exceptional talent at INCA, we expect Goat to play a critical role in helping us define the next era of media at GroupM,” Juhl said.

Adds Mark Read, CEO of WPP: “Influencer marketing is a key growth priority for the industry and for WPP. Our clients are increasingly planning budgets at a global scale and require partners that have the global reach to help deliver, whilst driving engagement and impact at a local level.

“Goat’s proven track record in the influencer marketing space, paired with GroupM’s record of excellence, will continue to build on our unparalleled expertise in this area.”

A forecast by research firm Insider Intelligence predicts that advertiser spend on influencers will top US$6-billion in 2023.

Person wearing a beige sweater holds a phone with a translucent search bar reading 'search' and microphonecamera icons in the foreground

Search is fragmenting – credibility and trust create the new visibility

Online search behaviour has changed significantly with the rise of AI. How can African brands adapt to this new marketing landscape?

Person shopping at a deli counter holding an orange shopping basket in a cheese section of a supermarket

The move toward future-ready food packaging where materials meet AI

Researchers propose a framework for packaging that senses, learns and acts – making packaging an active, AI-powered tool against food waste.

Conference stage with a woman in a patterned dress speaking to an audience large screens display '' logos and banners for a marketers conference with 'institute of marketing in malawi' branding on stage panels and backdrop

Malawi’s marketers urged to put trust at the heart of the profession

Country needs marketers to build recognition and consumer trust around Malawian products and national brand, says Deputy Minister.

Lingerie brand creates street-stopping advertising in Manhattan

Fashion brand suspends giant lingerie high above the city’s streets, using shadows to create a moving billboard for pedestrians and motorists.

We know AI influencers aren’t real – so why do we trust them?

Researchers describe AI influencers as having a ‘dual identity’. Consumers evaluate both ‘person’ and ‘technology’ identities at once.

Hotel receptionist assisting a guest at the check in counter with a gray suitcase nearby behind the desk

Why trust has become a critical asset for hotel industry marketers

Reputation and trust, once modest influences on hotel choice, have become some of the strongest predictors of patronage, study finds.

Three people in formal attire pose for a photo at an awards event a woman in a pink dress holds a trophy while two men in suits stand beside her against a gold confetti backdrop

FNB bank’s eBucks programme dominates the 2026 SA loyalty awards

South African brands are increasingly setting the global benchmark for customer loyalty strategies, organisers say.

Portrait of a man with short black hair and a beard wearing a black button down shirt against a light gray background

Zambia’s strongest creative ideas are emerging from local truths

Global influences among younger consumers are still present, but they are being filtered through a distinctly Zambian lens.

Yellow humanoid robot at a bakery counter inspecting a display of donuts on display in front of glass cases

Consumers have doubts about products when they’re designed by AI

Researchers find that lack of perceived ‘genuine care’ is the mechanism connecting AI involvement to lower trust ratings.

Top african marketing voices confirmed for amc

Top African marketing voices confirmed for AMC 2026

Explore the 2026 AMC Conference speaker line-up. Top African marketing voices gather in Zambia to tackle AI, AfCFTA, and brand power. Register today.

Person holding two smartphones with app icons visible on their screens a large tv screen in the background shows colorful app icons

Broadcast Research Council confirms launch of total video measurement

New industry currency will bring South African television and online video audiences together in a single measurement system.