Publicis acquires digital marketing startup Resultrix

Publicis Groupe, a French MNC specialising in advertising and communications, has acquired Mumbai-based digital marketing startup Resultrix Media Pvt Ltd for an undisclosed amount. The acquisition will strengthen Publicis' presence in India while Resultrix will operate as a unit within one of its marketing agencies – Performics – and will be known as 'Resultrix, a Performics company.'

Resultrix's founders, Vidur Luthra (CEO) and Gulrez Alam (COO), will continue to lead the firm but will now report to Daina Middleton, the global CEO of Performics, and Gareth Mulryan, MD – Performics (Asia-Pacific).

Commenting on the acquisition, Middleton said, "Resultrix has an impressive track record as a leading search and interactive services agency. Its suite of digital solutions perfectly complements our offering and will solidify our leadership position around the world."

Set up in 2008, the startup has offices in India (Delhi and Mumbai), the US (Seattle), Singapore and Dubai. It provides a full suite of services with the focus on search engine optimisation and search engine marketing, online media promotion, web designing, analytics, media buying, social media strategy and mobile marketing. Resultrix has more than 100 people on board and its key clients include both global and local brands, such as Corbis Corporation, Max Bupa, Standard Chartered Bank, Airtel, Cleartrip, DBS Bank and Emirates National Bank, among others.

Publicis Groupe is a French MNC specialising in advertising and communications. Its major networks are Leo Burnett, MSLGROUP, PHCG (Publicis Healthcare Communications Group), Publicis Worldwide, Rosetta and Saatchi & Saatchi. VivaKi, the Groupe's media and digital accelerator, includes Digitas, Razorfish, Starcom MediaVest Group and ZenithOptimedia.

The acquisition of Resultrix is in tune with Publicis' strategy of expanding its operations across India where it aims to double its size by 2015. In April this year, it acquired Mumbai-based full-service digital agency Indigo Consulting while early last year, it had acquired a majority stake in Watermelon Healthcare Communications Pvt Ltd, a Mumbai-based healthcare advertising agency. Post-acquisition, this entity became part of the Publicis Healthcare Communications Group and was renamed Publicis Life Brands Watermelon. In October 2010, Publicis acquired a majority stake in public relations firm 20:20 MEDIA, and its social media consulting arm 2020Social. In 2008, it also bought Google's search engine marketing business in a global deal.

There have been a number of deals in the digital advertising and marketing space since January this year, according to VCCEdge, the financial research platform of VCCircle. Other transactions include Komli Media acquiring Singapore-based Admax Network Pte Ltd; Gruner + Jahr, the publishing division of the European media conglomerate Bertelsmann AG, picking up a majority stake in digital ad network Networkplay; AD2C India buying Gurgaon-based AV Mobimasta Marketing and Ad network Tyroo Media Pvt Ltd joining hands with Anurag Gupta for a management buyout of the affiliate ad network DGM India.

(Edited by Sanghamitra Mandal)