UK-based advertising firm WPP Group announced it will be purchasing a 33 percent stake in South African global marketing company Smollan Holdings, according to Share Cast Friday.

Johannesburg-based Smollan Holdings operates across the African continent and India. It also has strategic alliances in North and Central America, Europe, Asia and Australasia, M & A reported. The minority stake includes “market intelligence,” "customer contract” and “brand activation services" for several South African companies.

Smollan's venture partners feature Parmalat, Tiger Brands, Unilever and Pioneer Foods. Its revenues before March 2008 totalled £48 (ZAR47) million, with assets priced at £16 (ZAR284) million, according to M & A.

The exact cost of the stake is not yet known, according to Share Cast.