Dive Brief:

• Content-software startup Percolate has landed an investment from WPP Digital. The amount has not been disclosed, but is said to be less than $5 million.
• The deal will allow WPP to use Percolate's technology to streamline content creation across multiple agencies and clients. 
• WPP will also help Percolate expand in the U.S. and abroad. 

Dive Insight: 

It seems that the deal between Percolate and WPP will be mutually beneficial, as any good investment should be. WPP can give Percolate the boost it needs to expand and WPP can find real value in Percolate's technology. The deal has also been compared to WPP's $5 million investment in social marketing firm Buddy Media.