WPP PLC (LSE:WPP) said it will buy European ecommerce consultancy Newcraft for an undisclosed sum.

The Dutch-based company’s clients include airline KLM, Yakult, and the world-famous Rijksmuseum. The company, set up in 2007, calls itself a “bunch of nerds with a passion for everything that’s digital”.

WPP said the acquisition will further strengthen its digital commerce capabilities and reflects the FTSE 100 group’s ongoing investment into its commerce offer for clients.

“With consumer behaviours and use of new ecommerce channels continuing to change at a rapid pace, brands need innovative solutions to reach customers and new audiences,” said WPP chief executive Mark Read.

“As we continue to invest in growth areas, Newcraft’s extensive experience of transforming the digital offering of some of Europe’s leading companies will further strengthen our global commerce proposition and drive results for clients.”

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