WPP Acquires Social Influencer Marketing Agency Obviously, Expanding Tech-Powered Creator Content Capabilities
27 Marzo 2023 - 4:00PM
Business Wire
WPP (NYSE: WPP) today announced the acquisition of Obviously, a
technology-led social influencer marketing agency based in New
York, with operations in San Francisco and Paris.
Founded by Mae Karwowski and Maxime Domain in 2014, Obviously’s
proprietary next-generation tech platform increases campaign
efficiency and enables the company to service large-scale complex
campaigns for enterprise clients, including Google, Ford, Ulta
Beauty and Amazon. Obviously offers a full stack of end-to-end
services, including marketing strategy, influencer identification,
content creation, campaign management, and robust reporting and
analysis. Its team of nearly 100 people will join VMLY&R’s
network, accelerating the WPP agency’s investment in award-winning
data and social media work.
Obviously’s tech offerings include automating processes;
streamlined workflow between influencers, clients and internal
teams; and enhancing data to deliver real-time campaign and
audience insights. The agency’s unique data analytics
infrastructure also leverages AI to deliver predictive analysis and
assess campaign pricing and benchmarking.
Obviously has prioritized innovation and development in
regulated industries such as pharma, healthcare, finance and
insurance. These differentiated offerings have helped the agency
capture a slice of the rapidly growing U.S. influencer market,
estimated to have been worth $5 billion in 2022 (eMarketer).
Mae Karwowski, CEO of Obviously, said: “Obviously’s
ability to match each client’s unique needs while delivering at a
global scale has made us a leader in influencer marketing. Our
unique approach to creator-led marketing combined with our
proprietary technology has resulted in explosive growth. This
acquisition is the best of both worlds; we retain our agile and
entrepreneurial culture while benefiting from VMLY&R’s depth of
experience and global scale - resulting in accelerated growth for
all. We couldn’t be more excited to join the WPP network.”
Jon Cook, CEO of VMLY&R, added: “Bringing Obviously
into our VMLY&R family is a clear win as clients demand more
intelligent data and results in the influencer space. Obviously’s
tech and data capabilities are highly innovative, and its ability
to scale creator content quickly and efficiently, and in every
language, makes it instantly prepared to be leveraged globally. I’m
elated to start working with Mae, Max and the entire Obviously
team. We’re excited for what’s to come and the many creative
opportunities we’ll unlock together for our client partners.”
Mark Read, CEO of WPP, said: “The creator economy has
experienced huge growth in recent years, and it plays a pivotal
role in shaping consumer behavior. The Obviously team brings an
exceptional range of global influencer marketing capabilities and a
world-class technology platform that will further strengthen our
offer to clients.”
About WPP
WPP is the creative transformation company. We use the power of
creativity to build better futures for our people, planet, clients
and communities. For more information, visit www.wpp.com.
About VMLY&R
VMLY&R is a global brand and customer experience agency that
harnesses creativity, technology, and culture to create connected
brands. Named a Leader in the Gartner Magic Quadrant for Global
Marketing Agencies for five consecutive years, VMLY&R is made
up of more than 13,000 employees worldwide with principal offices
in Kansas City, New York, Detroit, London, São Paulo, Shanghai,
Singapore and Sydney. The agency is behind award-winning campaigns
for blue-chip client partners including Colgate-Palmolive, Danone,
Dell, Ford, Intel, New Balance, Pfizer and Wendy's. For more
information, visit www.vmlyr.com. VMLY&R is a WPP company
(NYSE: WPP).
About Obviously
Obviously is a global leader in social influencer marketing.
Powered by our proprietary technology, we are a full-service agency
that works with world-class brands and influencers. We set
strategy, execute campaigns, and build authentic partnerships in
the social space. In 2019, Adweek named Obviously the No.2 Fastest
Growing Influencer Agency in the U.S. and the No. 3 Fastest Growing
Influencer Agency Worldwide.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20230324005418/en/
Alex Davis-Isaac, WPP +1 646-531-7724
Alex.DavisIsaac@wpp.com
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