Modern Marketing

Grey Group snaps up Belgian agency Famous as WPP doubles down on promise to increase European presence


By Rebecca Stewart | Trends Editor

July 11, 2016 | 3 min read

WPP's Grey Group has snapped up a majority stake in Belgium creative shop Famous, following through on Sir Martin Sorrell's promise to build his holding group's presence on the continent "even further" in the aftermath of the Brexit.

WPP Grey buys Famous Belgium

Famous' offices are situated in Brussels' holy Wivina Van Bijgaarden monastery

Following the acquisition, Famous will rebrand as FamousGrey, with WPP saying it wants to provide marketing solutions in Belgium due to its "increasing creative reputation and influence."

Based in Brussels, Famous was founded in 1998 and operates in three languages; French, Flemish and English. Its main services include creative and design, strategy and innovation, digital strategy and production, data and performance marketing and PR.

In the most recent financial year it clocked up revenues of €8.1m.

Speaking in the immediate aftermath of the Brexit vote Sorrell said: "Four of WPP’s top ten markets are in Western Continental Europe and we must build our presence there even further.

"It just underlines the importance of implementing our strategy: fast-growth markets (BRICs and Next 11), digital, data – and horizontally, which ironically means getting our people to work together, not apart!"

A statement on WPP's website posted today (11 July) confirmed that the group will now place an "even greater emphasis on growth in Western Continental Europe."

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