WPP buys yet another firm

ADVERTISING giant WPP has bought out marketing technology group Acceleration, the latest in a string of acquisitions for Sir Martin Sorrell’s firm, it announced yesterday.

WPP has purchased a majority stake in Acceleration, with divisions in Guernsey and South Africa, for an undisclosed sum. The firm had revenues of $16.8m (£10.8m) last year and assets of $7.1m.

The buy-out follows recent purchases of South Korean agency Alchemedia, French consultancy I&E and the £343m purchase of digital ad firm AKQA.

WPP said it is looking to make more of its money from digital ads, which currently account for 30 per cent of revenue.