Influencer Agency Goat Acquired by WPP – Will be Merged with INCA

“Influencer marketing is a key growth priority for the industry and for WPP,” said Mark Read.

WPP has acquired influencer marketing agency Goat, which will become part of GroupM Nexus, merging with INCA.

Goat, founded in 2015 by Arron Shepherd, Nick Cooke, and Harry Hugo, specializes in data-driven influencer marketing campaigns that use performance and measurement to drive brand engagement.

With over 150 staff across three global offices, Goat has worked with major brands such as Dell, Uber, and EA, delivering top-notch social and influencer campaigns. Since its founding the company has tracked over 50,000 influencer channels and 250,000 pieces of content, WPP said in a release.


Goat specializes in data-led end-to-end influencer marketing campaigns grounded in performance and measurement and was founded by Arron Shepherd, Nick Cooke, and Harry Hugo in 2015. Goat drives authentic brand engagement while integrating targeted paid media to reach the right audience and achieve industry-leading results.

Goat will join GroupM, WPP’s media investment group, and merge with its influencer marketing solution INCA to create a global influencer marketing agency with more than 300 employees in over 30 markets around the world. The combined entity—which will go to market as Goat—will operate as part of GroupM Nexus.

WPP said that as part of GroupM Nexus, Goat “will support GroupM’s strategy to help clients drive growth through performance with the scale and expertise to help global brands activate campaigns anywhere in the world.”

Mark Read, CEO of WPP, said: “Influencer marketing is a key growth priority for the industry and for WPP. Our clients are increasingly planning budgets at a global scale and require partners that have the global reach to help deliver, whilst driving engagement and impact at a local level. Goat’s proven track record in the influencer marketing space paired with GroupM’s record of excellence will continue to build on our unparalleled expertise in this area.”


Christian Juhl, Global CEO, GroupM, added: “Influencer marketing is an exciting growth area for our business and one in which our clients are looking for globally scaled and outcomes-driven capabilities.

The addition of Goat to GroupM as part of GroupM Nexus gives us the ability to deliver accountable, cross-channel, and data-driven influencer solutions for clients anywhere in the world. Combined with the exceptional talent at INCA, we expect Goat to play a critical role in helping us define the next era of media at GroupM.”

Arron Shepherd, Founder and CEO, Goat said, “We couldn’t be happier to be joining WPP and GroupM to bring our leading global influencer marketing and digital solutions to some of the best brands in the world.”

WPP has recently acquired several companies, including Goat, 3K Communications, Fēnom Digital, Diff, Passport, JeffreyGroup, and Newcraft in the last six months. This is in addition to their acquisition of Village Marketing, an influencer marketing agency, in February 2022.

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