Global communications services company
) acquired a leading Canada based creative digital marketing
agency, Twist Image, for an undisclosed sum.
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Twist Image, headquartered in Montreal, provides dedicated
services across the digital landscape. Its services include
development of integrated digital marketing platforms and
campaigns spanning social media, interactive experiences, mobile
and content creation. The firm solves complex business challenges
for an impressive list of clients including
The Toronto-Dominion Bank
), Walmart Canada and Dairy Farmers of Canada.
For Twist Image, the deal represents a lucrative growth
opportunity, while ensuring the independence of the agency in its
daily operations. WPP's size and scale will enable Twist Image to
expand its geographical footprint. Also, WPP's rich customer base
and vast product portfolio will aid Twist Image in its expansion
strategies, allowing the latter to explore early-stage ideation,
while enriching existing partnerships and building new ones.
Moreover, WPP will provide Twist Image with an unprecedented
access to sophisticated data analytics and cutting-edge
technology via WPP Data Alliance, empowering it to build more
comprehensive solutions. WPP has crucial strategic partnerships
with industry giants such as
Adobe Systems Inc.
).Twist Image looks set to obtain significant value from the deal
and bolster its digital capabilities.
WPP's Acquisition Spree
WPP has been on an acquisition spree lately, completing 20
acquisitions worldwide across its operation spectrum since
January 2014. Of these, 13 acquisitions and investments were made
in new markets and 16 in quantitative and digital industries.
The acquisition of Twist Image furthers WPP's strategy of
strengthening its foothold in the global digital media industry.
The company seeks to increase the share of digital revenues in
its total sales to 40-45% in the coming 5 years, up from its
current share of about 35%.
Looking ahead, WPP, one of the largest advertising companies
globally, seems poised to maintain its competitive position and
promote its operations by continuing to exploit inorganic growth
WPP currently holds a Zacks Rank #4 (Sell).