WPP’s GroupM Acquires ViralTracker
GroupM, part of WPP Group plc, has announced on Thursday February 7, 2008 that it has acquired LaComunidad, a leading Dutch interactive agency in viral and social media campaigns, also responsible for developing the viral tracking technology ViralTracker.
LaComunidad, established in 2003, manages the development and distribution of interactive communications through community activation, word-ofmouth and viral marketing. The proprietary ViralTracker technology was launched in 2004, and has successfully been used to plan and measure online viral campaigns for over 50 global brands. LaComunidad clients include Univé, Colgate Palmolive, KLM Royal Dutch Airlines, Heineken and Wilkinson.
In October 2007 ViralTracker 2.0 was introduced, measuring the reach and response of viral internet commercials world wide, on blogs, social networks and more than 150 major video portals in various countries around the world.
Kelly Clark, CEO GroupM EMEA, said the acquisition of LaComunidad and ViralTracker reflects the WPP-owned group’s commitment to expanding its digital marketing services. “Viral campaigns, social media and user-generated content are hugely-important marketing tools in today’s digital media world. LaComunidad already works with some of our clients, and we see an immediate opportunity for them to help more of our clients in these areas.”
Video tracking and analytics services such as ViralTracker are hot. Recently Boston-based Visible Measures acquired Vidmeter Incorporated. And begin February TubeMogul, an online video analytics firm based in Berkeley, raised $1.5 million in Series A funding from Lindzon and Knight’s Bridge.
Source: PaidContent, NMA.co.uk, WPP
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