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WPP makes strategic investment in digital media company SFX Entertainment Inc.

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By Gillian West | Social media manager

March 18, 2013 | 2 min read

WPP has announced strategic investment in digital media company that specialises in electronic dance music (EDM) events, SFX Entertainment Inc. (SFX).

SFX is based in New York City and was founded by chairman and CEO Robert F. X. Sillerman in 2011. SFX has created a global platform for dance music through acquisitions and partnership deals with festivals, events, clubs and online brands.

Of the investment, WPP chief executive Sir Martin Sorrell said: “We recognize the value in what SFX is creating and believe we can help bring this valuable audience to our agencies' global clients. The challenge of navigating through digital and social media is daunting for clients and we believe this partnership can further develop WPP's content capabilities, particularly in new media in the youth consumer segment.”

The investment will allow WPP’s operating companies to access the international EDM markets with a focus on sponsorship and branded entertainment opportunities. The deal is part of the communications services group’s strategy of developing digital media beyond traditional advertising, an area which is of increasing importance to clients looking to connect with 16-34 year old “digital natives”.

Sillerman added: “The investment from WPP is an exciting step for us as it underlines what we have believed from the start. There is a huge, global, fragmented audience of 16-34 year old dance music consumers that is very difficult to reach. In developing our global platform, we will be able to offer brands the opportunity to connect directly through events, festivals, online and mobile media.”

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WPP

WPP plc is a British multinational communications, advertising, public relations, technology, and commerce holding company headquartered in London, England. It was the world's largest advertising company, as of 2019.

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