MUMBAI: Holding companies seem to be speeding up the process of adding specialised digital agencies in their kitty.  

WPP, the British holding company has announced that Kantar, its wholly-owned data investment management arm, has acquired the Guardian Digital Agency (GDA), a specialised data visualisation, site design and interactive development agency, previously part of Guardian News and Media Group. The company, which employs 13 professionals, will be rebranded under the name Graphic. Many of Kantar's 12 companies have already worked with GDA to increase the impact and interactivity of their work.

 
The investment is part of WPP's strategy of developing its integrated services in fast-growing and important markets and sectors and strengthening its capabilities in digital media.

WPP's digital revenues (including associates) were well over US$6 billion in 2013, representing almost 35 per cent of the Group's total revenues of US$17.3 billion. WPP expects 40-45 per cent of its revenue to be derived from digital in the next five years. 

Kantar is the data investment management division of WPP and one of the world's largest insight, information and consultancy groups. By connecting the diverse talents of its 12 specialist companies, the group aims to become the pre-eminent provider of compelling and inspirational insights for the global business community.

In the UK, WPP companies (including associates) collectively generate revenues of nearly US$3billion and employ over 15,000 professionals. Worldwide, WPP's data investment management companies (including associates) collectively generate revenues of about US$5 billion and employ over 34,000 professionals.