WPP’s Maxus acquires direct-response digital media agency

groupmWPP has agreed to acquire Amsterdam-based digital agency Helder Marketing & Communicatie, which focuses on ‘direct response’ measurement of advertising, for an undisclosed sum. It will become part of WPP’s Maxus media investment management agency, which is part of its GroupM global media investment management division.

Helder, whose 99Channels ‘direct response’ software has been developed to analyse the results on client websties directly after TV campaigns, had revenues of around €1.13m for the year ended 31 December 2014, with gross assets of approximately €1.14m.

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