WPP has announced that the holding company has invested in Within, a virtual and augmented reality company with offices in LA and San Francisco.
According to WPP, the investment is part of its “strategy of focusing on three key areas that differentiate the Group’s offerings to clients: technology, data and content.”
The investment comes on the heels of others made by WPP. Earlier this year, it invested in New York-based 88rising, a digital media company that creates content catered towards Asian millennials. The company has also recently invested in Uproxx Media, Refinery29, Mitú and Mic.
Within was founded by filmmaker Chris Milk and technologist Aaron Koblin. Founded in 2014, the 35-person firm creates and produces virtual reality content and also curates content from third parties, which is distributes through its Within app. Partners and content collaborators include Apple, The New York Times, NBC Universal and Vice. The company bills itself as “the premier destination for innovative, entertaining, and informative story-based virtual reality.”
Earlier this year, Within’s sister company Here Be Dragons, a virtual reality production house, rolled out a five-part virtual reality documentary series for GE. Called ‘The Possible,’ the series explored scientific discoveries.