WPP is still busily adding to its digital assets (is that what you call them?) and has bought a majority stake stake in UK company Cognifide which it describes as a digital technology consultancy specialising in content management and digital asset management technology.
In essence companies like Cognifide, which operates in London, Copenhagen and Poland, seem to supply the tools that might allow big agency groups like WPP to trade ‘content’ in the same way that their media agencies trade media. Cognifide claims it can help its clients maximise their digital assets without involving a separate developer.
WPP Digital and Wunderman, which has morphed from a sales promotion company to a digital outfit, will take equal stakes in Cognifide, whose clients include Skype, Roche and Virgin Media.
WPP says the move “bolsters WPP’s collective expertise and credentials in the marketing technology arena and affords clients of all companies the ability to more easily create, manage and deliver content over all online channels with real-time precision.”