WPP owned media agency GroupM has
agreed to buy a majority stake in the independent digital creative agency The
Glitch, which will retain its branding. The acquisition will strengthen GroupM
growth plans by offering its clients access to a wide portfolio of digital
marketing services and content solutions.
The Glitch employs 240 people
working out of offices in Delhi and Mumbai offering digital, planning and
content services. It handles over 30 clients across brand categories with some
of its key clients such as video streaming platform Netflix; fast moving consumer
goods firm Hindustan Unilever, dating app Tinder and online hospitality firm
Oyo Rooms.
GroupM operates WPP’s media
agencies including Mindshare, MEC, MediaCom, Wavemaker, Essence and Motivator
in India. Its primary purpose is to maximize the performance of WPP’s media
agencies by operating as leader and collaborator in trading, content creation,
sports, digital, finance, and proprietary tool development. It handles blue
chip clients such as consumer goods firm ITC Ltd, telecom firm Vodafone, retail
chain Shoppers Stop, auto giant Tata Motors, e-commerce platform Myntra, liquor
company Pernod Ricard and Hero MotoCorp Ltd.
In January last year, GroupM
acquired a majority stake in the media agency MediaCom India, a joint venture
between GroupM India and Sam Balsara, the principal shareholder of the Madison
Media group. MediaCom India continues to operate as an independent brand.
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