Product feeds company FusePump has been acquired by digital network Wunderman – a subsidiary of multinational advertising and PR firm WPP.

FusePump, which was co-founded by Rob Durkin in 2009, today announced the deal that aims to enhance Wunderman’s data offerings in EMEA and beyond.

Based in London, FusePump specialises in product data and content for digital marketing.

Durkin will remain as CEO, the name FusePump will stay and the business will continue to be run independently.

“Wunderman is a perfect strategic fit for us and its focus on data and insights dovetails really well with our proposition,” Durkin said.

I am hugely excited about leading the business through the next phase of development and growth as part of the WPP family – we have some very exciting developments planned.”

Through the deal, Wunderman, said to be the world’s largest digital agency network, will gain access to FusePump technology and platforms such as BuyNow, a solution which refers consumers to product offers and allows brands to promote their retail partner offers into other digital channels. It will also get access to its suite of other affiliate marketing tools.

FusePump will come under Wunderman’s ‘Data and Insights’ division, headed by president Gary Laben. The business will also work closely with Caroline Worboys, the managing director for EMEA’s data and insights operations.

“FusePump will complement our existing capabilities in personalisation and help us continue to improve the consumer buying experience as well as extending retailers marketing reach and reputations,” Laben said.

The new initiative adds to Wunderman’s I-Behavior multichannel merchant cooperative database in the UK, and the company’s digital consumer data from Predictys, based in France.

Laben said Wunderman, which was founded in 1958, will therefore be able to integrate data end-to-end to help brands find new customers; across the spectrum of I-Behavior for display data, Predyctis for email data and FusePump for website data.

New York-headquartered Wunderman, which last week also announced a global partnership with Adobe to provide ‘personalised consumer engagement across every touch point’, by linking data, insights, technology and creative content, has offices in 55 countries.