WPP buys European e-commerce consultancy Newcraft


WPP has announced that it’s acquiring Newcraft, Europe’s data-first e-commerce consultancy based within the Netherlands. Newcraft unlocks business opportunities for its global clients, including Ahold Delhaize, Pon Holdings, Yakult, and JDE Peet’s, by combining transformational strategy with operational business expertise to deliver growth and tangible business results. 

Founded in 2007, Newcraft supports organizations in implementing change, achieving growth goals, and mastering digital capabilities. The 155-strong company will join Wunderman Thompson’s global network and complement its well-established sales and marketing services teams in a geographical area. 

The acquisition will further strengthen WPP’s digital commerce capabilities and reflects the company’s continued investment in its business proposition for clients as consumer needs still change.

 It aligns with WPP’s accelerated growth strategy and builds on existing business and technology capabilities. Rated a frontrunner in Forrester’s global Commerce Services Wave, WPP already manages quite $40 billion in direct and $20 billion in market GMV for clients and employs 13,500 commerce specialists across its agencies. 

Mark Read, CEO of WPP, said: “As consumer behavior and therefore the use of recent e-commerce channels still change at a rapid pace, brands need innovative solutions to succeed in customers and new audiences. As we still invest in growth areas, Newcraft’s extensive experience in transforming the digital offering of a number of Europe’s leading companies will further strengthen our global business offering and deliver results for clients.” 

Neil Stewart, CEO of Wunderman Thompson Commerce & Technology, said: “Newcraft brings a singular combination of business experience in strategy and operations and combines them with industry-specific capabilities in retail, FMCG, wholesale, and mobility. Combined with our leading business technology and therefore the customer experience within the Netherlands, I’m excited about how Newcraft will help us accelerate our end-to-end business services for clients within the region and around the world.”

Martijn Haanappel, director and founding father of Newcraft, said: “We are very excited to begin this new chapter. Looking back over the past 15 years, we are extremely pleased with the strong company we’ve got created: we’ve got built very talented teams; dynamic and open culture; and impressive results for our clients.

“By joining WPP and also the Wunderman Thompson network, we’ve got found an ideal suited launch the following phase of our growth ambitions. Combining our digital acceleration capabilities with Wunderman Thompson’s industry-leading business experience will undoubtedly result in tremendous opportunities for both our people and clients,” added Haanappel.

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