WPP has acquired a minority stake in a new German digital-first agency OH-SO Digital via a capital investment, in a bid to strengthen its digital offering.
The strategic investment forms part of WPP’s ongoing targeted M&A strategy, centring around the key growth areas of commerce, experience and technology.
Founded by industry veteran Mattes Schrader to transform how brands use digital marketing for growth, OH-SO will draw on tech developments to employ customer-centric creative solutions.
Following its upcoming launch on 1 March in Hamburg and Prague – with further planned outposts in Berlin and Munich – the agency will partner with clients to combine marketing, commerce and technology to co-create digital products, platforms and software.
Its founding leadership team comprises digital experts with experience from agencies such as Accenture Interactive, Accenture Song, C3 and Diconium.
OH-SO Digital founder and CEO Mattes Schrader said: “In the last decade, digitisation hasn’t boosted most companies’ market shares, leaving many trailing. At the same time, marketing decision-makers are increasingly responsible for sales and technical platforms in addition to communication channels”.
“As traditional lines blur between communication, sales, products, and services, GenAI introduces a novel dynamic at every level. This offers an extraordinary chance to craft radical new solutions, positioning the marketing function as the critical growth engine.”
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WPP CEO Mark Read said: “We’re excited to support the ambition of OH-SO Digital to provide brands with ideas that leverage technology to deliver transformative growth”.
“Our long-term commitment is clear: to position OH-SO Digital as an important growth partner for our clients in Germany, our third largest market.”
WPP Germany president Frank-Michael Schmidt added: “Retaining the best minds, developing customised models and supporting entrepreneurial initiatives are cornerstones of our future strategy”.
“With the establishment of OH-SO, we are implementing these principles in a way that – in combination with the excellent competences of other WPP agencies – offers a new quality of consulting and implementation services for German and international clients.”
