WPP seals double deal
Article Date: Oct 17 2008
WPP is on the acquisition trail
A London-based marketing communications group has continued the expansion of its international networks in growing markets by negotiating two deals in as many days.
WPP Group has agreed to take a minority stake in Smollan Group, a South Africa-based international field marketing company, 24 hours after it became the controlling shareholder in Danish sales and brand modelling specialist Data Intelligence.
Subject to approval, WPP will buy 33 per cent of Smollan, which includes market intelligence, customer contact and brand activation services to several South African companies.
The group bought control of Data Intelligence through MediaCom, its media investment management network subsidiary, through the acquisition of 75 per cent of its parent company JLM.
Based in Johannesburg, Smollan also operates in India and other African countries with strategic alliances in Europe, North and Central America, Asia and Australasia. It employs more than 12,000 people, and its partners include Parmalat, Pioneer Foods, Tiger Brands and Unilever.
In the year to March 2008, the group’s revenues totalled ZAR847 million (£48.1 million) with assets at the same date valued at ZAR284 million (£16.1 million).
Founded in 2004, Data Intelligence is based in Copenhagen and employs 15 people. It specialises in measuring return on investment on media and marketing investments. Although the company focuses on the Nordic region, it works with clients throughout Europe, such as Carlsberg, Nestlé, P&G, SAS, Telenor and Viasat.
In the year to January 2008, Data Intelligence’s revenues stood at DKK12.3 million (£1.2 million) with DKK12.1 million worth of assets.
