LONDON--Advertising giant WPP PLC (WPP.LN) said Friday its subsidiary company, Scangroup Ltd., has agreed to buy a majority stake in EXP, a pan-African experiential marketing group based in South Africa, for an undisclosed sum.

The deal, which is subject to regulatory approvals, continues WPP's strategy of developing its networks in important markets and sectors and its commitment to developing its business throughout the fast growing economies of Africa.

EXP's audited revenue for 2013 were over 200 million South African Rand ($18.69 million), with audited gross assets of ZAR244 million as at the same date. It has a presence in 12 countries across sub-Saharan Africa, and employs over 1700 people.

Shares at 0820 GMT up 2 pence, or 0.16%, at 1222 pence valuing the company at 16.17 billion pounds ($27.71 billion).

-Write to Ian Walker at ian.walker@wsj.com

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