WPP’s GroupM announced today that it has acquired 75 percent of the share capital of LaCommunidad, the Dutch interactive agency behind imaginatively named viral tracking technology, ViralTracker.
LaCommunidad specializes in viral and social media campaigns, and has worked with big name European brands including ebay, Ford, and Dutch Airline KLM. According to a release today, the investment “continues WPP’s strategy of strengthening its capabilities in digital media.”
WPP recently acquired a minority stake in U.S.-based Integrated Media Measurement Inc., the developer of an end-to-end media measurement system that links media exposure to consumer action.
However, rumors of a more significant ad-related investment have been circulating since last September. One possible target is rumored to be SpotRunner, an Internet agency offering localized Web and TV ads for small businesses, in which WPP already owns a small stake.