Percolate Industries, a US and UK-based content marketing platform that aims to provide brands with relevant marketing content, has formed a strategic partnership with WPP Digital, the digital investment arm of WPP, which has also acquired a minority interest in Percolate.
In 2012, Percolate raised $9m series A funding led by GGV Capital.
“Trends like social and mobile are transforming what customers expect and need from brand interactions. I’m excited to have Percolate and WPP work together to help companies tackle these ever-evolving challenges,” said Noah Brier, CEO and co-founder of Percolate. “Our platform is working to change what it means to be a marketer and this partnership will continue to expand our efforts in doing so.”
Percolate aims to use the partnership and funding to expand its reach within the United States as well as across the globe. This partnership will also benefit WPP and their clients. Percolate’s content marketing technology will be made available to WPP’s various agencies and their client base, thus allowing “WPP companies to create streamlined and engaging content on behalf of their clients”.
“As the demand by marketers for content explodes with the growth of the social, mobile and video platforms such as Facebook, Twitter and YouTube, an integrated technology platform must become a more central part of the marketing process,” said Mark Read, CEO of WPP Digital. “What we see in Percolate is a platform that can help our clients and agencies create, manage and distribute content across these channels much more effectively.”