WPP's Enfatico buys into Danish agency AdPeople

by Daniel Farey-Jones, Brand Republic 27-Jun-08, 08:45

LONDON - Enfatico, the full service agency set up by WPP to service Dell, is to acquire a majority stake in AdPeople, a Danish company that provides print marketing support to Dell, for an undisclosed sum.

AdPeople has offices in Copenhagen and Dhaka, Bangladesh, where it operates a marketing production studio.

In 2006, it emerged that WPP had been in talks with AdPeople about a possible acquisition, around the time that the Danish agency added Dell's estimated £75m press and print work, previously handled by DDB London, to its duties.

AdPeople's other clients include Coop, Boehringer Ingelheim and Intersport and its 2007 revenues were 161m Danish Kroner (£17.1m).

According to Torrence Boone, the chief executive of Enfatico, the deal has an important technology dimension.

"As we build a new kind of integrated marketing organisation, we are actively exploiting analytics-based decision making and the global efficiencies made possible by today's technology.

"The acquisition of AdPeople gives Enfatico access to expertise, state-of-the-art technology and a Bangladesh-based studio that will deliver cost-efficient global catalogue production, print support and brand implementation for Dell and our other clients' marketing needs."