WPP has acquired influencer agency Village Marketing in North America. Founded in 2013 by Vickie Segar, Village Marketing has 150 employees and has led creative campaigns for some of the foremost consumer brands of the last decade, including Equinox, Nike, Netflix, The Farmer’s Dog, Boll and Branch, Honest Co., Tommy John, SoulCycle, and many others.
Village Marketing will join with the Wunderman Thompson network to strengthen offering in the creator economy. The acquisition will allow Wunderman Thompson to offer deeper and more direct access to the creator economy.
“Influencers have an increasingly important role in creating brands, Village Marketing will bring tremendous experience with some of the world’s leading brands in using influencer content alongside performance marketing strategies to drive results for modern marketers. I’m delighted to welcome them to WPP,” said Mark Read, CEO of WPP.
Village Marketing has long advocated for women’s representation and recognition of women in business, including in creative agencies and in the influencer marketing space at large. As an all-women team, Village Marketing’s acquisition marks a historic moment for the growth of the influencer industry and women-led businesses everywhere.
“For decades, the creator economy and influencer marketing have been wildly misunderstood and undervalued,” said Vickie Segar, Founder of Village Marketing.
“We are now at a tipping point where this is changing — and it’s changing fast. This acquisition is a massive opportunity for us to leverage the expertise of a global leader to both turbocharge our investment in the creator economy and integrate influencer marketing into the broader marketing ecosystem. We can’t wait to join the Wunderman Thompson family to continue to evolve the future of marketing and work on inspiring brands with entrepreneurial creators.”
The acquisition is part of WPP’s accelerated growth strategy and focused M&A approach to further strengthen its core creative capabilities in marketing, communications and design, and follows the acquisition of Made Thought in December 2021.