WPP Announces Acquisition of Social Influencer Marketing Agency Obviously

Written by Leland Li

March 27, 2023

WPP PLC (NYSE: WPP) has reported the acquisition of Obviously, a social influencer marketing agency. The company was founded by Mae Karowski and Maxime Domain in 2014. Obviously utilizes its proprietary tech platform to increase campaign efficiency and enable the company to service large scale campaigns for enterprise clients such as Google, Ford, Ulta Beauty and Amazon. Obviously provides a full end to end service, including marketing strategy, influencer identification, content creation, campaign management and robust reporting and analysis.


Mae Karwowski, CEO of Obviously, said: “Obviously’s ability to match each client’s unique needs while delivering at a global scale has made us a leader in influencer marketing. Our unique approach to creator-led marketing combined with our proprietary technology has resulted in explosive growth. This acquisition is the best of both worlds; 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.” 

Jon Cook, CEO of VMLY&R, added: “Bringing Obviously into our VMLY&R family is a clear win as clients demand more intelligent data and results in the influencer space. 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. I’m elated to start working with Mae, Max and the entire Obviously team. We’re excited for what’s to come and the many creative opportunities we’ll unlock together for our client partners.”

Mark Read, CEO of WPP, said: “The creator economy has experienced huge growth in recent years, and it plays a pivotal role in shaping consumer behaviour. 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.”





Related Articles