WPP Doubles Down on Amazon Investment by Acquiring Specialty Shop Marketplace Ignition

Martin Sorrell looks to co-opt retail giant

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In a March 2017 earnings call for the world’s largest ad agency holding company, CEO Martin Sorrell answered the classic “what worries you when you go to bed at night?” question with one word: Amazon.

Sorrell acted on those fears by way of WPP network Possible, which announced today that it has acquired consultancy Marketplace Ignition for an undisclosed sum. The organization, which was founded by Amazon retail veteran Eric Heller and currently employs around 35 across offices in both Atlanta and Amazon’s hometown of Seattle, specializes in one thing: helping businesses and their agency partners better navigate one of the world’s largest ecommerce platforms.

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