WPP Digital Acquires Innovation Studio Deeplocal
- by Saida Ayupova
WPP Digital announced on April 27th its acquisition of US-based Deeplocal, an innovation studio focused on product invention, design, and engineering for clients’ marketing campaigns.
Deeplocal’s clients include Google, Netflix, Airbnb, Inc., Lyft and American Eagle Outfitters. The company is based in Pittsburgh and was founded in 2006 as a spin-off of Carnegie Mellon University. Deeplocal employs over 50 people with diverse skill sets including robotics, hardware development, electrical engineering, software development, industrial design, strategy, and creative. The studio solves business challenges for clients with strategy-led creative inventions and marketing campaigns and then rapidly designs, engineers, and builds working prototypes and products. This work is all done in-house.
The acquisition continues WPP's strategy of focusing on three key areas that differentiate the Group's offering to clients: technology, data and content. WPP's digital assets include companies such as Acceleration (marketing technology consultancy), Cognifide (content management technology), Conexance (data cooperative), Salmon (e-commerce), and Hogarth (digital production technology). WPP also has investments in a number of innovative technology services companies such as Globant and Mutual Mobile, as well as ad technology companies such as AppNexus, comScore (data investment management), Domo, mySupermarket, Percolate and ScrollMotion.