Whitefield Marketing, a marketing solutions company backed by private equity major India Value Fund Advisors and Neeraj Bhargava’s Zodius Capital, said that it had changed its company name to Group FMG. India Value Fund Advisors and former WNS Global CEO and co-founder Bhargava had set up the company earlier this year to build and acquire a global network of marketing solutions companies.

Incidentally, Group FMG had integrated two companies – FMG and Whitefield Analytics. Also, in March this year, India Value Fund acquired a controlling stake in FMG, a pre-media business, for about $20 million. FMG is headquartered in New York City and London, with additional offices in Bangalore and Chennai.

“The change reflects Group FMG’s new mission and expanded capabilities, and is part of a larger rebranding effort to meet the critical challenges facing today’s global brands, i.e., the shift to digital and the need for improved marketing measurement,” the company said in a statement.

“The marketing equation has changed with the advent of new channels, rich media and sophisticated consumer demand. Group FMG addresses these changes head on by harnessing analytical insight, emerging technologies, high-end design and scale & global reach to enable commerce and empower brand identity in the new digital era,” said Dilip Keshu, CEO of Group FMG.

Keshu came on board as the CEO of Group FMG in August this year. Earlier, he was a member of the management board of Xchanging Plc., and also the group’s chief customer officer, running sales, relations, service and marketing functions.

Group FMG has produced marketing campaigns across multiple platforms for its Fortune 1000 clients such as Sears, Staples, Disney, Peugeot, IBM, Hearst, Pepsi Max, Harper Collins and Yahoo!


India Value Fund, Zodius Capital Invest In Marketing Firm Whitefield

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