Global advertising company, WPP, has agreed to buy the business of IEG, integrating it into its wholly-owned operating company, GroupM.
IEG is one of the world’s leading providers of research, analytics, strategic counsel and training on sponsorship, strategic alliances and promotional partnerships.
The company specialises in sponsorship research and analysis, offering companies the opportunity to value, maximise and measure their participation in sports, arts, entertainment, experiential, online, affinity and cause marketing.
The investment enhances GroupM’s comprehensive services to clients and continues WPP’s strategy of developing its networks in faster-growing and important markets and sectors.
Last month saw WPP acquire 65% of the issued share capital of Sapphire Bright Limited, extending its reach into China (see WPP Continues To Develop Networks).
The advertising firm also announced the purchase of the outstanding 81% of the issued share capital of MediaCom North Limited, integrating it into its investment management network, MediaCom.
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