WPP buys into Guardian unit

WPP yesterday announced the latest in a long line of bolt-on acquisitions, revealing that its data arm Kantar has bought a majority stake in the Guardian’s data visualisation department, Guardian Digital Agency.

GDA, previously a part of Guardian News and Media, will be rebranded under the name Graphic and was bought for an undisclosed sum. WPP said many of Kantar’s 12 firms already worked with the agency.