MUMBAI: Media communications group WPP‘s digital arm WPP Digital has bought majority stakes in the two holding companies of marketing technology firm Acceleration.

The two holding companies are Guernsey island-based Acceleration Holdings Ltd and South Africa-based Acceleration eMarketing Limited.

Acceleration‘s combined audited revenues for the year ended 31 December 2011 were US$16.8 million.

The acquisition is part of WPP‘s continued efforts to enhance its digital portfolio. WPP‘s annual digital revenues are almost US$4.8 billion, which is more than 30 per cent of the group‘s total revenue of US$16 billion. WPP‘s target is to have 35-40 per cent of revenues from digital in the next five years.

Acceleration, which was founded in 1999, has offices in Buenos Aires, Cape Town, Dubai, Johannesburg, London and New York and employee strength of 148 marketing technologists.

Acceleration provides services that help clients architect, implement and orchestrate digital marketing and publishing technologies to enhance their digital business initiatives. Its clients include Celebrity Cruises, The Economist, South African Tourism and UEFA.