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Now Aegis steps up the Indian digital agency gold rush with Communicate 2 acquisition

Yet another plum has been plucked from the Indian digital tree by a western marcoms giant, this time it’s digital consultancy and search marketing agency Communicate 2 which has been bought by Aegis to merge with its iProspect digital network.

Communicate 2 boss Vivek Bhargava (left) says: “Aegis Media’s iProspect global network gives us access to global tools and the scale of the iProspect network. Globally, over 35 per cent of Aegis Media’s revenues come from digital (highest amongst all media groups), which made it the best choice as our partner.”

Established in 1997, Communicate 2 focuses on search marketing, strategic digital consultancy, social media and digital content production. The company’s clients include Tata Consultancy Services, Cleartrip, ICICI Lombard and HDFC Bank as well as international businesses like Travelocity, Aviva Insurance and American Express. The company has offices in Mumbai, Delhi and Pune with about 130 employees.

Yesterday it emerged that Interpublic was closing on a deal to buy another big Indian digital agency Interactive Avenues and last week Publicis Groupe announced that it was buying search marketing specialist Resultrix.

Aegis, which itself is being bought by Japan-based Dentsu for £3.2bn, has been spending busily on digital agencies since it sold market research Synovate to Ipsos last year for £560m. Dentsu already had a strong operation in India and it looks as though Dentsu/Aegis is determined to challenge WPP for the status of biggest interloper on the sub-continent.

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