McCann Worldgroup acquires database marketing firm End To End Marketing Solutions

By afaqs! news bureau , afaqs!, New Delhi | In Marketing | April 04, 2013
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Following the acquisition, End To End will be retained as a separate entity and the company's top management will be retained as a part of MWG India.

McCann Worldgroup (MWG) India has acquired Bengaluru-based direct and database marketing firm End To End Marketing Solutions. The acquisition will allow MWG India to boost its database marketing capabilities and enhance its presence in the technology sector.

Prasoon Joshi

Following the acquisition, End To End will be retained as a separate entity and the company's top management will be retained as a part of MWG India.

Terming this as a mid-size acquisition, Prasoon Joshi, executive chairman and CEO, McCann Worldgroup India and president, South Asia says that both the companies will benefit from each other's capabilities and synergies will be worked out between MRM, McCann Health and Momentum.

"This acquisition is in line with MWG India's long term strategic vision of being a complete marketing solutions provider. End To End has synergies with MRM, McCann Health and Momentum and shall enhance the services offered by each," Joshi adds.

End To End Marketing Solutions has several Fortune 500 companies in its bouquet that includes Microsoft, Intel and Hewlett Packard. Its services span across direct marketing, targeted and niche marketing, lead generation, e-mail marketing, telemarketing, demand generation events and channel marketing. Founded in 1997, the company has 200 employees and branch offices in Chennai, Mumbai and New Delhi.

P N Shanavas, CEO and founder, End To End Marketing Solutions, says, "To be part of a global network like McCann Worldgroup is the catalyst that End To End required. While there are the obvious synergies to be explored and we shall strive to bring our best to enhance the complementary nature with MRM, Momentum and McCann Health, we are excited to now be able to access best practices and also best clients both nationally and internationally."

McCann Worldgroup is a part of the global marketing company Interpublic Group with 23,000 employees in more than 120 countries comprising McCann Erickson (advertising), MRM (digital marketing/relationship management), Momentum (event marketing/promotion), McCann Health (professional/DTC communications), CRAFT (global adaptation and production), UM (media management), Weber Shandwick (public relations), and FutureBrand (consulting/design).

Recently, IPG Mediabrands, the holding firm of the Interpublic Group, acquired Interactive Avenues, an Indian digital marketing agency doing online media buying, planning, creative work, search analytics and mobile marketing.

Commenting on whether mergers and acquisitions will be the strategy for growth at MWG India going forward, Joshi informs that the company is actively looking at acquisitions. "While IPG has been acquiring in the market, as MWG this is our first acquisition after a long time. We will consider acquisitions where they either supplement our existing businesses or allow us to foray into a diverse yet synergised space. Our acquisition strategy is to acquire if the target allows new capabilities, innovation or allows entry into new markets and geography, and addition of scale to our core operations," Joshi informs.

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