Omnicom Group acquires digital media agency 22feet Communications

Global media agency Omnicom’s local arm DDB Mudra Group has acquired Bangalore-based digital solutions company 22feet Communications Pvt Ltd for an undisclosed sum. 22feet will merge with Tribal Worldwide India, a part of DDB Mudra. The new entity, to be known as 22feet Tribal Worldwide, will be headed by 22feet’s founders Vineet Gupta (MD), Brijesh Jacob (joint MD), and Deepak Nair (COO). The trio will report to Madhukar Kamath, group CEO and managing director, DDB Mudra. They will also work closely with Patrick Rona, president and chief digital officer, DDB APAC and president, APAC, Tribal Worldwide, and the rest of the Tribal Worldwide network across 42 countries, to deliver relevant international learning to the local market.

Founded in 2009 by the trio along with Vinod Moolacherry, 22feet is an independent solutions provider of brand and creative strategy for the digital marketing space. Its services include strategy & consulting, advertising & branding, web designing and development, search engine marketing and optimisation, media planning, social media marketing and campaign monitoring & analytics. It also offers mobile marketing solutions, mobile app development, mobile couponing and mobile UI. Its key include Titan, Myntra, redBus, Titan, Red Bull, Lenovo, Parachute, King Fisher, Peter England, Cafe Coffee Day, and Royal Enfield.

Headquartered in New York, Omnicom is a global integrated communications agency delivering media and marketing solutions globally. It provides marketing and communications services in advertising, customer relationship management, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing and public relations. It provides services to over 5,000 clients in more than 100 countries.

Early last year, Omnicom and Publicis announced a mega global merger which could be completed this year. Both firms have been acquiring media agencies, including digital set-ups in India over the past years. Publicis had acquired Resultrix, Razorfish and iStrat in the country.

(Edited by Joby Puthuparampil Johnson)

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