BLOG POST BY: Joanna Hughston
March 22, 2023

The Goat Agency’s Next Chapter as Part of WPP


We’re excited to announce that we’ve been acquired by WPP!

Our journey to date…

In 2015, Nick Cooke, Arron Shepherd and Harry Hugo founded The Goat Agency to be the first truly social-first advertising agency, powered by influencers.

Since then, we’ve scaled to 150+ employees, opened offices in the UK, US and Singapore, been recognised as Europe’s fastest growing agency by Adweek and Social Media Agency of the Year by The Drum, and delivered best-in-class social and influencer campaigns for leading brands like Dell, Beiersdorf, Meta, Tesco, Uber, EA, Natura and Augustinus Bader.

What comes next?

We will be joining GroupM, WPP’s media investment group, and merging with its influencer marketing solution INCA, to create the industry’s first truly global influencer marketing agency with more than  300 employees in over 30 markets around the world. The combined entity – which will go to market as Goat – will operate as part of GroupM Nexus, the world’s leading media performance organisation with more than 9,000 expert practitioners.

As part of GroupM Nexus, we’ll support GroupM’s strategy to help clients drive growth through performance with the scale and expertise to help global brands activate campaigns anywhere in the world!

As our Founder Arron Shepherd says, We couldn’t be happier to be joining WPP and GroupM to bring our leading global influencer marketing and digital solutions to some of the best brands in the world. We are delighted to combine forces with the amazing talent at INCA to deliver even better value for our clients all over the world.

We can’t wait to see what comes next!

Goat Agency Acquired By Wpp

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Written by: Joanna Hughston