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UK based Hogarth Worldwide acquires Prodigi to expand its ad business in India


Advertising and marketing solution provider Hogarth Worldwide, which aids large brands like Unliever, Vodafone, and Nestle, has expanded its operations in India, by acquiring Prodigi (a WPP & Smile Group owned advertising company). Hogarth was founded in London in 2008 and a year later, it formed a joint venture with British advertising and PR company  WPP.

Hogarth’s India operations will be headed by Gopikaa Davar, currently the CEO of Prodigi India. She will report to the company’s founder and chairman Barry Jones. Hogarth will be expanding the India team from the current 80 to 300 by 2017, it added in its release.

The company primarily offers advertising production and marketing services across broadcast, print and digital mediums, as well as post-production, CGI and retouching, and other advertising-related services. Hogarth claims that its services are present in 120 markets with 25 offices across globally. It has offices in New York, Paris, Shanghai, Hong Kong, Singapore, and Jakarta, among others.

Ad Spending in India: Advertising spends in India are expected to grow 15.5% year on year to Rs 57,485 crore in 2016, according to estimates from media buying agency GroupM. Of this, Digital Advertising spends will account for Rs 12.7% of total spends at around Rs 7,300 crore. Digital is the third highest category of advertising spends, albeit lagging far behind TV (Rs 27,074 crore, 47.1% of total) and Newspapers (Rs 17,099 crore, 29.9% of total).

Similar Developments in advertising space:

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Komli Media, whose Indian arm was bought out by SVG Media in August 2015, has renewed its partnership with Twitter India till March 2017, allowing Twitter to expand its promoted products advertising suite.

-In the same month, MoMagic raised an undisclosed amount of funds from FIH Mobile Limited, a subsidiary of Foxconn, in exchange for 10% stake.

-In September 2015, Chinese mobile ad platform Mobvista had pledged $100 million to expand its operations in India over the next three years.

-In the same month, Twitter expanded to add its self-service ads platform from 33 countries to over 200. It also added that SMBs could target audiences in 15 languages.

-In June 2015, Microsoft  struck a deal with AOL to take over its advertising business.

-In the same month, Amazon India launched advertising solutions for its website, allowing third party sellers to promote their products to consumers.

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