WPP, the British digital advertising holding company, has once again gone shopping and has acquired a Spanish company: "The Cocktail Experience, dedicated to the analysis of consumer behaviour in the digital sphere.
Corporate finance analysis The Cocktail experience
The Cocktail is a Spanish digital advertising company, founded by Alberto Knapp in 2003. The company specialises in consumer behaviour analysis.
The Cocktail has offices in Mexico and Colombia and employs more than 250 people. Its clients include El Corte Inglés, BBVA and Real Madrid.
The Cocktail has been growing at a rate of 20% year on year, in 2016 it achieved a turnover of €16.4M and its profitability measured as Ebitda divided by sales is approximately 20%.
About the purchase
WPP, which is listed on the UK market, announced after the Brexit referendum that it would invest in European companies, particularly in countries such as Germany, France and Spain.
The acquisition of The Cocktail strengthens Wunderman's ability to develop marketing and technology consulting services in Europe and Latin America, specifically strengthening the agency's offering in Spain," WPP said in a statement. The company has not disclosed the amount of the acquisition.
WPP's subsidiaries and affiliates in Spain have a turnover of USD 600 million (EUR 530 million) and employ 8,000 people in agencies such as Tapsa and Ogilvy. Its main positions include a 23% stake in Imagina, which owns broadcasting rights to Spanish football matches through Mediapro.
WPP acquisitions
WPP was floated on the stock exchange in 1988 and has made a total of 25 mergers and acquisitions. In 2016, it carried out 4 in different parts of the world and in different activity niches.
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