WPP brings US based Gorilla into the room

WPP has agreed to acquire Chicago-based e-commerce specialist Gorilla through its wholly-owned global digital agency, Wunderman.

The British multinational advertising behemoth announced on Wednesday that Gorilla, which turned in revenues of roughly $40m in its last trading year, will become part of Wunderman's growing global commerce offering.

Gorilla will link up with WPP's leading commerce agencies - Salmon, POSSIBLE Commerce, Marketplace Ignition and Fusepump under the banner of Wunderman Commerce.

WPP did not disclose any financial details related to the acquisition but did note that Gorilla's 370 employees across the US, Canada, Poland and Ukraine will join Wunderman Commerce's 1,000 e-commerce experts.

As of 1630 BST, WPP shares had gained 1.78% to 1,231.50p.