Global communications agency, WPP, announced the recent acquisition of Obviously, a technology-led social influencer marketing agency. Founded in 2014 by entrepreneurs Mae Karwowski and Maxime Domain, Obviously is renowned for its tech-infused processes and streamlined workflow. Through its proprietary technology platform, the agency has crafted campaigns for a range of top enterprise clients, including Google, Ford, Ulta Beauty, Amazon, and more.
This acquisition is part of a strategic investment by WPP agency, VMLY&R. With a team of nearly 100 people and offering a full suite of services, Obviously is prepared to capture a slice of the growing U.S. influencer market. Through AI and predictive analytics, the platform offers real-time campaign insights and pricing benchmarking. Combining Obviously’s agile culture with VMLY&R’s portfolio, WPP is set to accelerate their expertise in data and social media.
Under the WPP umbrella and with VMLY&R’s support, the company is aiming to bolster its presence in the healthcare, finance, and insurance sectors. By providing their client partners with a base of knowledgeable professionals and innovative solutions, WPP is confident that their access to award-winning services will benefit brands’ campaigns across the board.
Mae Karwowski, CEO of Obviously, expressed her enthusiasm for the transition, saying: “We retain our agile and entrepreneurial culture while benefiting from VMLY&R’s depth of experience and global scale – resulting in accelerated growth for all. We couldn’t be more excited to join the WPP network.”
Mark Read, CEO of WPP, also shared positivity in the release, citing the role of creator-led marketing in consumer behavior. “The Obviously team brings an exceptional range of global influencer marketing capabilities and a world-class technology platform that will further strengthen our offer to clients.”
Mae Karwowski is the CEO and founder of Obviously. Starting out as an employee at unpaid internships, Mae toiled and eventually rose to the challenge of starting her own business when she co-founded the company in 2014 with Maxime Domain. What started as a two-person operation has expanded to a near-hundred-person team and connections to major businesses such as Google, Ford, Ulta Beauty and Amazon, who are all represented in the agency’s client portfolio.
Jon Cook, CEO of VMLY&R, noted the importance of Obviously’s data and technological capabilities for their venture, satisfied for the agency’s entrance into the VMLY&R family. “Obviously’s tech and data capabilities are highly innovative, and its ability to scale creator content quickly and efficiently, and in every language, makes it instantly prepared to be leveraged globally.”
Overall, the WPP’s acquisition of social influencer agency Obviously is set to be a win for both clients and the agencies themselves. With market estimated to have been worth $5 billion in 2022, WPP is in a good spot to benefit from the booming influencer driven economy. By combining Obviously’s impressive suite of services and talent with VMLY&R’s expertise and global reach, the agency is well-positioned to tap into the potential of the fast-growing influencer market.
