WPP picks up influencer marketing agency for GroupM

In brief 

WPP has acquired Goat, the international influencer marketing agency.

Goat will join GroupM, WPP’s media-buying group, and merge with its existing agency INCA to create a global influencer marketing agency with more than 300 employees in 30 markets around the world.

The combined entity will be known as Goat and operate as part of GroupM Nexus, the division created last year to bring together specialist agencies such as Finecast and Xaxis.