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    WPP has bought another e-commerce business – this time in Amsterdam

    The British holding company has acquired e-commerce consultancy Newcraft, which works with Yakult and Douwe Egberts owner JDE Peet’s.

    Chief executive Mark Read has said that WPP’s latest purchase, Newcraft, will “further strengthen [the holding company’s] global commerce proposition and drive results for clients.”

    Newcraft brands itself as a “digital acceleration agency” specializing in blue-chip businesses. Based between Amsterdam and Brussels, it was founded in 2007 and has over 170 staff. It will be rolled into Wunderman Thompson and form part of that network’s northern European commerce team.

    Neil Stewart, chief executive officer of commerce and technology at Wunderman Thompson, said Newcraft “brings a unique mix of commerce expertise in strategy and operations and fuses it with industry-specific capability across retail, FMCG, wholesale and mobility“.

    He added: “Combined with our leading commerce technology and customer experience in the Netherlands, I’m excited about how Newcraft will help us accelerate our end-to-end commerce services for clients in the region and across the world.”

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    The acquisition is the latest investment by WPP in its e-commerce capabilities. Along with customer experience and tech services, e-commerce made up 39% of the group’s net revenues at its digital and creative agencies in the first half of 2022.

    In July, the group acquired Corebiz in São Paulo – a move that added 700 e-commerce specialists to the VMLY&R network – while in April the company launched consultancy Everymile, which it said would offer clients an ‘end-to-end’ e-commerce service.

    Read said that e-commerce was a “growth area” for WPP and added: “With consumer behaviors and use of new e-commerce channels continuing to change at a rapid pace, brands need innovative solutions to reach customers and new audiences.”

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