WPP has acquired a minority stake in OH-SO Digital, a new digital-first agency set to launch on 1 March. The agency, founded by industry veteran Mattes Schrader, aims to transform how brands utilise digital marketing for growth, employing customer-centric creative solutions powered by the latest tech developments. The agency will partner with clients to combine marketing, commerce, and technology to co-create digital products, platforms, and software.

"In the last decade, digitisation hasn't boosted most companies' market shares, leaving many trailing. At the same time, marketing decision-makers are increasingly responsible for sales and technical platforms in addition to communication channels. As traditional lines blur between communication, sales, products, and services, GenAI introduces a novel dynamic at every level. This offers an extraordinary chance to craft radical new solutions, positioning the marketing function as the critical growth engine," said Mattes Schrader, Founder and CEO of OH-SO Digital.

OH-SO Digital's leadership team comprises digital experts from agencies including Accenture Interactive, Accenture Song, C3, and Diconium. The agency will initially launch in Hamburg and Prague, with further outposts planned in Berlin and Munich.

This strategic investment is part of WPP's ongoing M&A strategy, which focuses on commerce, experience, and technology. The partnership with OH-SO Digital will strengthen WPP's digital offering in Germany, complementing existing capabilities that help clients drive growth as consumer needs evolve.

"We are delighted to be expanding WPP's tech and consulting offering in Germany with Mattes Schrader and his high-calibre management team. Retaining the best minds, developing customised models and supporting entrepreneurial initiatives are cornerstones of our future strategy. With the establishment of OH-SO, we are implementing these principles in a way that - in combination with the excellent competences of other WPP agencies - offers a new quality of consulting and implementation services for German and international clients," said Frank-Michael 'FM' Schmidt, President of WPP in Germany.

"We're excited to support the ambition of OH-SO Digital to provide brands with ideas that leverage technology to deliver transformative growth. Our long-term commitment is clear: to position OH-SO Digital as an important growth partner for our clients in Germany, our third largest market," added Mark Read, CEO of WPP.