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Aegis Media acquires Communicate 2

The performance marketing and search agency will be merged with iProspect's operations. Vivek Bhargava will continue to lead the merged entity as CEO.

Aegis Communicate2
Ashish Bhasin
Vivek Bhargava

Media and digital communications group Aegis Group Plc has announced that it has acquired performance marketing and search agency, Communicate 2.

Communicate 2 is a specialist performance marketing agency which focuses on search marketing, digital strategy consulting, social media and digital content production.

Originally established in 1997 by Vivek Bhargava, Communicate 2 has clients such as Tata Consultancy Services, Cleartrip, ICICI Lombard and HDFC Bank, and international businesses including Travelocity, Aviva Insurance and American Express. Communicate 2 has offices in Mumbai, Delhi and Pune and claims to employ more than 130 employees.

Communicate 2 will be merged into iProspect India's existing operations, strengthening its network in key cities across India and providing additional service capabilities for its clients. Bhargava will continue to lead this merged entity as CEO. The acquisition, which has just been completed, is in line with the Aegis Group strategy of increasing its digital profile and capability in faster growing regions.

Ashish Bhasin, chairman, India and CEO, Southeast Asia, Aegis Media, says, "Communicate 2 is India's pioneering search and performance marketing agency. I believe that search will be the fastest growing part of our industry for the foreseeable future. As part of the iProspect network, Communicate 2 will continue to be the undisputed leader in this area."

Bhargava has also been invited to join the Aegis Media India Executive Council.

Commenting on the development, Bhargava says, "This development gives us a much larger canvas to paint on and gives us access to global tools, knowledge and the scale of the iProspect network. Globally, more than 35 per cent of Aegis Media's revenues come from digital, the highest amongst all media groups, which made Aegis Media the best choice as our partner."

It may be recalled that Aegis Media had been in talks with Communicate 2 regarding the acquisition since 2008.

The Aegis Media India group comprises iProspect, the global leader in search and performance marketing; Carat, the world's largest independent media communications specialist; Vizeum; Posterscope, the global OOH sector leader; Brandscope; Hyperspace (retail); Carat Fresh Integrated (activation); PSI (airports); Doosra (creative); and Isobar, the global communications agency.

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