WPP Digital buys majority stake in Acceleration

WPP Digital announced that they have secured a majority stake in Acceleration, the marketing technology services and solutions company. Founded in 1999, Acceleration has offices in London, New York, Dubai, Johannesburg, Buenos Aires and Cape Town and employs over 150 marketing technologists. Acceleration will operate as a standalone business within WPP Digital.

“It is our belief that the strategic management of digital technologies is integral to the future of marketing as a discipline and any company’s competitive advantage. WPP Digital’s investment in Acceleration serves as a confirmation of this new reality. We look forward to building an innovative partnership,” said Jacques van Niekerk, Acceleration CEO.

Acceleration architects, implements and orchestrates digital marketing and publishing technologies to enhance their clients’ digital business initiatives.

“With the continued transformation of marketing by technology, there’s a growing demand for digital marketing technologists to help publishers and, increasingly, marketers manage and integrate the various specialist software tools available in areas such as analytics, ad serving, digital asset management and optimisation.

“We expect Acceleration to bring these skills to bear on WPP’s clients as they already do with many of the leading marketing organisations” said Mark Read, CEO of WPP Digital.