August 26, 2014

GroupM Announces Acquisition of France's Keyade



Online performance marketing agency joins GroupM France



(PARIS) – GroupM, the leading global media management investment operation of WPP, announced today the acquisition of Keyade, a leading digital performance specialist in France.


The announcement was made jointly by Dominic Grainger, chief executive officer of GroupM EMEA, Pierre Conte, chief executive officer of GroupM France since October 2013, and the three founders of Keyade.


In operational control of Keyade will be its three founders, Denis Vaillant, Julien Babin and Antoine Mermet, who founded the online performance marketing agency in 2006. Serving on Keyade’s board will be Pierre Conte, who will also serve as Keyade’s Chairman; Jean-François Busnel, CFO of GroupM France; and the two co-executive directors of GroupM Interaction (GMI), Alexandra Chabanne and Olivier Mazeron.  Keyade employs 70 people in Paris and opened a branch in Dubaï in 2011.   


Operating autonomously within GroupM France, its business development will be supported by GroupM. Furthermore, Keyade will act as a resource to GroupM agencies including KR Media, Maxus, MEC, MediaCom and Mindshare. 


Keyade’s proprietary attribution software for advertisers, Madmetrics, will be integrated within the data, tools, research and strategic planning offerings of GroupM France, and proposed to the group’s clients.


Co-Founder of Keyade, Antoine Mermet, stated: “All of us at Keyade are looking forward to being part of the GroupM family. Being a part of WPP will allow us to accelerate our growth. We also hope to contribute to the development of the business and to the performance of the GroupM agencies in France, Middle East and North America.


CEO of GroupM EMEA, Dominic Grainger, stated: “The acquisition of Keyade in Paris is a part of GroupM’s global strategy to build new models for performance with advertisers. It also shows our commitment to further develop the leadership of GroupM in France.”


CEO of GroupM France, Pierre Conte, confirmed: “Since being set up, Keyade has shown an impressive track record. We are eager to being working with them. Backed by Keyade and Quisma (GMI) teams and skills, GroupM France will strengthen very significantly its purchasing potential to performance to develop its client’s sales.”    



GroupM is the leading global media investment management operation. It serves as the parent company to WPP media agencies including Maxus, MEC, MediaCom, and Mindshare. Our primary purpose is to maximize the performance of WPP’s media communications agencies on behalf of our clients, our stakeholders and our people by operating as a parent and collaborator in performance-enhancing activities such as trading, content creation, sports, digital, finance, proprietary tool development and other business-critical capabilities. The agencies that comprise GroupM are all global operations in their own right with leading market positions. The focus of GroupM is the intelligent application of physical and intellectual scale to benefit trading, innovation, and new communication services, to bring competitive advantage to our clients and our companies. Discover more about GroupM and its agencies online at 




Cindy Kerber Spellman, GroupM

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