To further enhance the agency’s digital services in the country, IPG Mediabrands has acquired Interactive Avenues, one of India’s largest independent full service digital agencies. With this acquisition, IPG Mediabrands looks to cement its position as a leading digital buying unit in the rapidly expanding Indian market, as well as the second largest media holding company.  Interactive Avenues will become a strategic part of Mediabrands Audience Platform (MAP). The company’s co-founder Amar Deep Singh will become MAP India CEO.

“India is a key market for IPG Mediabrands and for IPG as a whole. This acquisition affirms our commitment to making investments in high growth disciplines and geographies.  We believe India is one of the fastest growing and most important global markets. IA has a fantastic track record in India and a great future as a part of IPG Mediabrands”, commented Matt Seiler, global CEO, IPG Mediabrands. Interactive Avenues has close to 200 employees across offices in Mumbai, Delhi and Bangalore focusing exclusively on digital marketing and technology. The agency will enhance the integrated digital services offered by MAP in India developing its full services offering with creative, production and digital content capabilities. Interactive Avenues will help develop a deeper and more integrated relationship with IPG Mediabrands clients in India and abroad.

Since the launch of Reprise Media in 2011, the agency group has been looking to implement digital services across all of its agencies. Interactive Avenues will sit alongside Reprise Media in the new MAP structure. Now this will allow IPG to accelerate its timetable for the launch of its new Cadreon offering. “We have a clear vision for MAP in India. Interactive Avenues fits perfectly into this. Because we already have an established partnership with Interactive Avenues, we know their strengths and understand and share their core values. IPG Mediabrands recognises where digital is heading and the integration of Interactive Avenues will enable MAP to gain further foothold in the Indian market following its introduction earlier this year”, said Brendan Moorcroft, global CEO of MAP.

With MAP in India now IPG looks to offer insights and results for clients by helping agencies find, buy and engage their most valuable audiences in real time. MAP is the constellation of data driven digital services and technologies that focus on search, display, mobile, social, video, applications and e-commerce. MAP India CEO Singh added, “They give us access to three fundamental growth catalysts; access to global tools technologies and best practice; access to markets beyond India; and access to global clients in India and beyond. It is a true meeting of minds and cultures, and I am thrilled to be working with such strong local and global leadership. There are exciting times ahead with our plans to develop and launch MAP’s specialist offerings Cadreon, Spring Creek Group and Ansible in India.” Interactive Avenues will continue to operate independently under the MAP structure.

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