• The acquisition is expected to streamline WPP’s agency proposition for brands.
• Through this purchase, GroupM is likely to emerge as first media agency to invest in agent based modelling.

London based media agency, WPP plc, has reportedly announced the purchase of data science company Sandtable by its GroupM. Sandtable is a pioneer in understanding behavioral analytics and advanced simulations.

Apparently, the transaction terms of the deal have not yet been disclosed.

As per credible sources, the acquisition would make GroupM the first media agency ever to invest into agent based modelling services. It would also structure the company’s agency proposition for different brands globally.

Integrated into Group’s technology practice, this latest purchase is in accordance with WPP’s policy to expand its technology offer by strengthening its investment and innovation in the field of data science.

It has been reported that Sandtable has been proved to be an irresistible addition to the company’s rambling empire owing to its advanced behavioral analytics software and simulations that is expected to deepen the understanding of human behavior and aid decision making.  

Apparently, this is not the first acquisition of a firm or consultancy by the company. Prior to this, WPP had, on February 5 this year, announced taking over a premier marketing technology consultancy, XumaK. This acquisition allowed WPP to extend its technology offer along with investing in partnerships with some of the leading technology companies globally. 

In line with this, the company has also added a USD 3.59 billion acquisition of Epsilon in its portfolio.

About WPP:

WPP plc is a 130000 employee, London based communication, advertising, public relations, commerce holding, and technology company which, in 2019, was considered to be the world’s largest advertising company of all times. According to reliable sources, the company generated an overall revenue of 13,234 million pounds in 2019.

Source credit: https://www.wpp.com/news/2020/03/wpp-acquires-data-science-firm-sandtable