WPP strengthens Salesforce expertise with Fenom Digital acquisition

The deal follows a pattern of agency holding companies focusing on growing their e-commerce capabilities.

What happened

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Why it matters

WPP’s Fenom Digital acquisition follows a pattern of agency holding companies focusing on growing their e-commerce capabilities. Last year, IPG acquired RafterOne as a way to offer end-to-end commerce solutions that cover an array of functions like analytics, marketing and customer experience management. Key to the IPG acquisition was RafterOne’s close relationship with Salesforce.

While not stated explicitly, Fenom’s Salesforce expertise and relationships could help Wunderman Thompson expand its business offerings and comes at a time when customer data is at a premium as privacy concerns force digital platforms like Google, Apple and others to tighten controls on user data.

“We have been highly impressed at the sales growth [Fenom has] achieved for their clients,” said Neil Stewart, CEO of Wunderman Thompson Commerce & Technology, in a release. “Their expertise complements and strengthens the world-class Salesforce capability that we already have in North America. We are looking forward to bringing our combined expertise to service clients across multiple Salesforce clouds.”

This news brief is based on reporting published by Marketing Dive on 2023-01-09. The original report is linked below.