WPP expands digital marketing division in France

Advertising and media giant WPP is to buy a majority stake in French digital data and campaign technology marketing group Predictys, as it attempts to widen its footprint in the digital industry.

Predictys, founded in 2007 and headquartered in Grenoble, has a co-operative database which includes information from 140m opted-in consumers from among moor ethan 25 co-op partners.

Most of its clients are affiliation networks that use it as a third-party provider to supply their own clients with direct marketing services. The firm generated sales of €3.36m in the 2011.

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Predictys is to become part of WPP's wholly-owned operating network for "knowledge-based" marketing solutions, KBM Group, adding to the 5,000 people already employed by the parent company in France (including associates). France is WPP's seventh-largest market, generating annual revenues of around $850m.

There was no financial information given relating to the acquisition.

"This investment continues WPP's strategy of investing in fast-growing markets and sectors and strengthening its capabilities in digital media and technology," the group said.

WPP's digital revenues account for 30%, or $4.8bn, of its total revenues of over $16bn; the group, led by frontman Sir Martin Sorrell, wants this exposure to digital increase to 35-40% of total revenue over the next five years.

BC