Mumbai: Group FMG, the digital advertising venture promoted by Neeraj Bhargava's Zodius and India Value Fund, has acquired a New York-based advertising agency, Pod1, which develops campaigns for the online world. Group FMG is seeking to redefine the advertising model by leveraging skills and competencies across different locations globally much in the same way the software industry has done.
"The world of marketing has changed because of the advent of technology. Where you take the brand to the consumer is different from what it was a few years ago," said Dilip Keshu, the firm's CEO, about how advertisers are engaging with consumers on social media platforms such as Facebook and Linkedin.
Keshu's typical day starts at 4 am with calls to Group FMG's office in Chennai, India, and by 9 am he heads to his office in Manhattan. Through the Pod1 acquisition, the venture gets about 30 employees in New York that do work for clients like Tag Heuer.
Its first acquisition was FMG through which it got a presence in London and Chennai. "Pod1 will create the brand strategy and our Chennai facility will do the production," said Keshu. What Group FMG is building is the ability to splash digital assets to any channel, guide brands through social media, local content, mobile apps and commerce, he said.
It also plans to acquire firms in gaming, advertorial and packaging. Its clients so far include companies like Microsoft and Staples.
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