Recently, WPP Digital, the digital division of the global
communications services company
), purchased a majority stake in a UK-based leading digital
consultancy, Cognifide, for an undisclosed sum.
Per the deal, both WPP Digital and its digital agency network
will have equal stakes in Cognifide. This acquisition is expected
to be mutually beneficial to the participating companies. While
Cognifide will expand its geographical presence and will add
value to its enterprise clients in terms of providing a platform
for the development of its own consulting services and technology
offerings, WPP will further strengthen its expertise and presence
in the marketing technology field and will get access to
Cognifide's important clients.
Cognifide is a digital technology consultancy that specializes
in Content Management and Digital Asset Management technology. It
essentially aids companies and brands in improving their
potential through company-wide deployment of digital frameworks
that can create, manage and optimize measurable digital
experiences swiftly across all digital channels ranging from web
Apart from Skype,
) and Virgin Media, some of the world's leading companies from
financial services, life sciences, media & entertainment, and
retail form Cognifide's clientele. Moreover, Cognifide is the
primary partner for
) Adobe Experience Manager (AEM) platform that assists companies
to create, store and distribute content online, via mobile
devices and through apps.
Acquisitions have been WPP's primary tool to strengthen its
foothold in new and emerging markets. It completed 62
acquisitions worldwide across all the business segments in 2013.
Of these, 38 acquisitions and investments were made in new
markets, 32 of which were in new media. These strategic
acquisitions represent a major competitive advantage for the
company and enhance its creative reputation and co-operation
among the Group companies.
In Feb 2014, WPP Digital, the digital investment wing of WPP
plc entered into a global partnership with Percolate, a leading
content-marketing company, for the creation of effective and
engaging digital content for its operating companies and clients.
The partnership also includes a strategic investment by WPP
Digital in Percolate, which is expected to expand the latter's
Dublin, Ireland-based WPP, together with its subsidiaries,
provides advertising and communication services worldwide. The
company operates through a number of established global,
multinational and national advertising and marketing services
WPP currently carries a Zacks Rank #3 (Hold). Other stocks
that look promising and are worth a look now in the industry
Millennial Media Inc
), holding a Zacks Rank #1 (Strong Buy).
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