There is no slowing down in sight for WPP, the global communications holding company just shared with Profectio they have acquired Montreal-based Diff. This move signals WPP’s desire to further capture the direct-to-consumer commerce market which is forecasted to reach $213 billion by 2023. Diff was founded in 2011 by Benjamin Crudo, he and his staff of 115-strong company will be joining the Wunderman Thompson global network.
Some of Diff’s clients include Giant Tiger, Kith, and Sakara Life. The agency offers tailor-made commerce solutions with specialized capabilities that address the rapidly growing Shopify commerce ecosystem. Prior to launching Diff, Benjamin held several roles as a software developer and business analyst.
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Dave “The Connector” Forde is a 25-year veteran of the Canadian marketing, PR, and tech industries. He is the founder of The Connected One network, including industry news sites Canadian Ad Insider and PR In Canada, and serves as a strategic business advisor. Connect with him on LinkedIn and X.
