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London, 1 September 2022 - GP Bullhound acted as exclusive financial advisor to Newcraft, a leading, data-first European e-commerce consultancy, on its acquisition by WPP.

Founded in 2007, Newcraft uniquely combines transformation strategy at the C-level with digital acceleration capabilities at the operating level, to deliver tangible business results to its innovative, global blue-chip clients. Newcraft has successfully helped digitally transform some of the world’s leading brands including Ahold Delhaize, Pon Holdings, Yakult and JDE Peet’s. The 155-strong Netherlands-based Newcraft team will join the Wunderman Thompson global network (a WPP company) to further strengthen its leading global digital commerce offering.

Martijn Haanappel, Director and Founder of Newcraft, commented: “Combining our digital acceleration capabilities with Wunderman Thompson’s market-leading commerce expertise will undoubtedly lead to amazing opportunities for both our people and clients. We are extremely thankful for GP Bullhound’s commitment and digital services expertise, without which this exciting partnership would not be possible.”      

Simon Nicholls, Partner, and Ravi Ghedia, Executive Director at GP Bullhound, commented: “Rapidly changing consumer behaviour continues to drive the need for innovative digital acceleration strategies. We are excited for Newcraft to continue to flourish as a global end-to-end commerce leader with some of the world’s most exciting and innovative brands.”

This transaction is further testament to GP Bullhound’s expertise in Digital Services, with over 45 deals completed in the sector in the past three years alone, having advised Talon on its investment from Equistone, Team ITG on its investment from Bridgepoint, Bliss Point Media on its acquisition by Tinuiti, Byte on its acquisition by DEPT, and Orca Pacific on its merger with MightyHive/S4 Capital, among many others.

For enquiries, please contact:
Simon Nicholls, Partner, at
Ravi Ghedia, Executive Director, at

About GP Bullhound
GP Bullhound is a leading technology advisory and investment firm, providing transaction advice and capital to the world’s best entrepreneurs and founders. Founded in 1999 in London and Menlo Park, the firm today has 12 offices spanning Europe, the US and Asia. For more information, please visit

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