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DDB Group Acquires 22feet; To Merge With Tribal Worldwide India

22Feet Tribal worldwide

Consolidation of digital agencies in India continues: DDB Group Asia Pacific and Omnicom Group has acquired Bangalore-based digital marketing firm 22feet for an undisclosed amount.

Following this acquisition, 22feet will be merged with DDB Group’s Tribal Worldwide India to create a new entity called 22feet Tribal Worldwide, which will be a part of the DDB Mudra Group. The financial terms of the acquisition were not disclosed.

22feet founders Vineet Gupta, Brijesh Jacob and Deepak Nair will head the new entity and report directly to Madhukar Kamath, Group CEO & Managing Director, DDB Mudra Group. The company said they will also be closely working with Patrick Rona, Chief Digital Officer, DDB Group APAC & President Tribal DDB APAC and the rest of the Tribal World Wide network across 42 countries.

DDB Group mentions that 22feet Tribal Worldwide will offer end-to-end digital & mobile branding and marketing solutions including strategy and consulting, web designing, web development, media planning, search engine marketing, social media marketing, mobile marketing solutions, mobile application development, mobile user interface and mobile couponing.

Founded in 2009, 22feet offered digital solutions like digital marketing strategy & consulting, web design & development, application development, mobile marketing solutions, search engine marketing, social media marketing, studio services and branded content. It had 115 employees across three offices in Bangalore, Mumbai and Delhi.

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Some of its clients are Café Coffee Day, Lenovo, Heineken, Parachute, Livon, Kingfisher, Red Bull, Fastrack, Titan, Nike, Van Heusen, Royal Enfield, Peter England, Pantaloons and Axe.

On the other hand, Tribal Worldwide India has clients like Rin (Radiant), Knorr, Kissan, Huggies, Emirates, McDonald’s and L&T among others and has 60 offices across 42 countries in India. It was founded in 2000 and launched its Indian operations in 2005.

In July 2013, Omnicom Group had merged with the French advertising and public relations company Publicis Groupe, which is currently on an acquisition spree in India, having acquired eight Indian companies since mid-2012.

Omnicom owned advertising agency TBWA had also acquired the Indian digital agency group Magnon for an undisclosed amount in January 2013.

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