Add-on Acquisition • Marketing

WPP Acquires The Goat Agency

On March 22, 2023, WPP acquired marketing company The Goat Agency from Inflexion

Acquisition Context
  • This is WPP’s 41st transaction in the Marketing sector.
  • This is WPP’s 18th transaction in the United Kingdom.

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M&A Deal Summary

Date March 22, 2023
Target The Goat Agency
Sector Marketing
Buyer(s) WPP
Sellers(s) Inflexion
Deal Type Add-on Acquisition

Target Company

The Goat Agency

London, United Kingdom
The Goat Agency is a social-led marketing agency focused on helping big brands to use influencer marketing effectively. It couples a data-led approach with deep industry insight to help large blue-chip corporates such as Dell, King and Tesco, reach niche audiences at scale through the use of influencers. The Goat Agency was founded in 2015 and is based in London, United Kingdom.
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Buyer Overview 1

Buyer

WPP

London, United Kingdom

Category Company
Founded 1985
Sector Marketing
Employees108,044
Revenue 14.7B GBP (2024)
DESCRIPTION

WPP is a marketing communications services provider that offers a comprehensive range of advertising and marketing services including advertising & media investment management; data investment management; public relations & public affairs; branding & identity; healthcare communications; direct, digital, promotion & relationship marketing and specialist communications. WPP was founded in 1985 and is based in London, England.


Deal Context for Buyer #
Overall 93 of 95
Sector: Marketing 41 of 42
Type: Add-on Acquisition 84 of 86
Country: United Kingdom 18 of 18
Year: 2023 3 of 5
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2023-03-07 3K

Frankfurt, Germany

3K is a healthcare PR agency that helps clients translate complex issues in healthcare and science into innovative formats, bringing products, brands, and companies into the conversation. 3K was formed in 1998 and is based in Frankfurt, Germany.

Buy -
FOLLOWING DEAL
DATE TARGET DEAL TYPE VALUE
2023-03-27 Obviously

New York, New York, United States

Obviously is a technology-led social influencer marketing agency based in New York, with operations in San Francisco and Paris. Obviously was founded in 2014 and is based in New York City.

Buy -

Seller Profile 1

SELLER

Inflexion

London, United Kingdom

Investor Investor Investor Investor Investor


Category Private Equity Firm
Founded 1999
PE ASSETS 10.0B GBP
Size Mega
Type Sector Agnostic
DESCRIPTION

Inflexion is a private equity firm that specializes in investments in UK-based founder and family-owned businesses. Broad areas of interest include consumer products/services, business services, healthcare, industrials, technology, and financial services. The Firm's target investment size is £10 to £500 million. Inflexion was formed in 1999 and is based in London.


Deal Context for Seller #
Overall 52 of 63
Sector: Marketing 2 of 2
Type: Add-on Acquisition 23 of 31
Country: United Kingdom 51 of 62
Year: 2023 3 of 9
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2023-03-01 Nomentia

Espoo, Finland

Nomentia offers native cloud solution for corporates and enterprises of all sizes to connect to any bank worldwide, manage their payments irrespective of currencies, payment formats or ERP systems, build accurate cash forecasting and analytics on cash, and to automate the management of cashflows. Nomentia was founded in 2004 and is based in Espoo, Finland.

Buy -
FOLLOWING DEAL
DATE TARGET DEAL TYPE VALUE
2023-04-01 ONP Solicitors

Stockport, United Kingdom

ONP Solicitors handles over 88,000 residential property and remortgage transactions annually. The firm markets its services through its strong relationships with panel managers, mortgage brokers, and banks, whose referrals make up around 90% of ONP’s businesses. The firm utilizes a sophisticated case management technology which enables it to offer service and efficiency, supporting unparalleled customer service, quality and turnaround times. ONP Solicitors was founded in 1987 and is based in Stockport, United Kingdom.

Sell -