WPP company Ogilvy & Mather has acquired a majority stake in ARBA, a digital consultancy based in Hong Kong. Founded in 2012, ARBA offers bespoke digital design and software engineering services with a focus on sales acceleration and customer experience. It specializes in digital strategy and has strong expertise in the financial services industry. With a staff strength of more than 40, ARBA clients include FWD, Prudential, Hang Seng Bank and other financial and insurance providers.
The acquisition advances Ogilvy’s existing capabilities in digital strategy and creative through the technical and production strengths of ARBA, which include enterprise mobile apps, responsive web and intranet, as well as CRM and predictive analytics.
The investment 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), Deeplocal (innovation studio founded as a spin-off from Carnegie Mellon University), Marketplace Ignition (Amazon-focused ecommerce), Medialets (mobile ROI measurement), Salmon (e-commerce), The Cocktail (digital consultancy) 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, Celtra (creative management platform), comScore (data investment management), mySupermarket, Percolate, ScrollMotion and Within Unlimited (VR/AR).
WPP’s digital revenues were over US$7.5 billion in 2016, representing 39% of the Group’s total revenues of US$19.4 billion. WPP has set a target of 40-45% of revenue to be derived from digital in the next four to five years. Digital represented 41% of WPP’s revenues as of June 30, 2017. Collectively WPP companies in Greater China generate revenues of almost US$1.6 billion and employ over 13,000 people.
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