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WPP buys Diff

WPP has acquired commerce agency Diff of Montreal. The firm specializes in the development of programs customized for the Shopify electronic commerce system. It was founded in 2011 by Benjamin Crudo and has a staff of 115. The company will become part of the Wunderman Thompson group. According to WPP, the acquisition is intended to strengthen its commerce and marketing services capabilities in North America. Diff’s clients include Giant Tiger, Kith, Sakara Life and others.

“The tremendous growth in the digital commerce ecosystem means our clients are looking to us to deliver the innovative solutions they need to reach new and existing customers in meaningfully engaging ways,” said Mark Read, CEO of WPP. “Diff’s Shopify expertise, alongside its unique blend of strategy, optimization and design, will be a welcome addition to our commerce portfolio and will drive results for our clients in North America, which is WPP’s largest market.”

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