The World: Amsterdam - GroupM acquires stake in interactive agency

WPP's GroupM has bought a 75 per cent stake in the Dutch interactive agency LaComunidad.

The shop specialises in viral and social media and has created a viral tracking device called ViralTracker.

The Amsterdam-based agency was founded in 2003, and has clients that include Colgate Palmolive, KLM Royal Dutch Airlines and Heineken.

Kelly Clark, the chief executive of GroupM EMEA, said: "Our acquisition of LaComunidad and ViralTracker reflects our commitment to digital marketing leadership. Viral campaigns, social media and user-generated content are hugely important marketing tools in today's digital media world."

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