Press Release

Pittsburgh-Based Innovation Studio Deeplocal Acquired by WPP Digital.

Pittsburgh, PA, April 27, 2017Deeplocal, an award-winning innovation studio known for dreaming up and engineering never-before-seen marketing and product inventions for brand clients, has been acquired by WPP Digital. WPP Digital is the digital investment arm of WPP, the world’s largest communications services group with billings of US$74 billion and revenues of over US$19 billion.

Founded by Nathan Martin and two other Research Fellows in 2006 as a spinoff of the Frank-Ratchye STUDIO for Creative Inquiry, an arts and technology research laboratory at Carnegie Mellon University, Deeplocal has become well-known for creatively solving clients’ business challenges and authentically capturing people’s attention and imagination with custom inventions that are often world’s firsts—including socks that pause your TV for Netflix and a robot that prints messages on the streets of the Tour de France for Nike.

The acquisition of Deeplocal continues WPP's strategy of focusing on three key areas that differentiate the Group's offering to clients: technology, data and content. “Deeplocal stands for invention and creative problem solving. In an increasingly digital-driven advertising industry, Deeplocal will give the WPP Group, as a whole, interesting new solutions and differentiation from its Pittsburgh home around Carnegie Mellon,” said WPP Founder and CEO Sir Martin Sorrell.

“Deeplocal is built on the premise that problems are solved when smart people with diverse perspectives work together. In no other place will you find aerospace engineers, roboticists, and industrial designers working side-by-side with marketers—in a culture of mutual respect, ” said Deeplocal CEO and Founder Nathan Martin. “Now, we are thrilled to be a part of the WPP team, an organization that not only shares our commitment to innovation and technology, but values the unique culture that made our successes possible. With the additional support and resources available to us by joining forces with WPP, we’re poised to continue to expand our pool of client partners and amplify the work we do on an even larger scale.”

In the last decade, through their work with some of the world’s biggest and most celebrated brands—including Google, Netflix, Airbnb, Inc., Lyft, American Eagle Outfitters, and National Geographic Channel—they have earned numerous coveted advertising awards, including The One Club’s “Best of the Decade,” AdAge Creativity Innovator of the Year, and a Cannes Cyber Grand Prix. Deeplocal employs more than 50 people with diverse skill sets, including robotics, hardware development, electrical engineering, software development, industrial design, strategy, and creative.


Deeplocal, a Pittsburgh-based innovation studio and Carnegie Mellon University spin-off, invents products and experiences that help some of the most loved brands in the world tell their story in new and remarkable ways. Deeplocal has received numerous awards in advertising and design, including being named 2016 Ad Age Small Agency of the Year and 2017 Ad Age Creativity Innovator Standout. Deeplocal’s work has been featured in Fast Company, Wired, The New York Times, USA Today, Good Morning America, Gizmodo, Engadget, Forbes, and many more publications.


WPP is the world’s largest communications services group with billings of US$74 billion and revenues of over US$19 billion. Through its operating companies, the Group provides a comprehensive range of advertising and marketing services including: advertising & media investment management; data investment management; public relations & public affairs; branding & identity; healthcare communications; direct, digital, promotion & relationship marketing; and specialist communications. The company employs over 205,000 people (including associates and investments) in over 3,000 offices across 112 countries. For more information, visit

WPP was named Holding Company of the Year at the 2016 Cannes Lions International Festival of Creativity for the sixth year running. WPP was also named, for the fifth consecutive year, the World’s Most Effective Holding Company in the 2016 Effie Effectiveness Index, which recognises the effectiveness of marketing communications. In 2016 WPP was recognised by Warc 100 as the World’s Top Holding Company (third year running).


Alicia Barnes