Mergers and Acquisitions, Mergers and Acquisitions, SI

Deloitte Digital Acquires Global Brand Agency Madras Global

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Deloitte Digital has acquired Ad2Pro Global Creative Solutions Private Limited—which does business under the name Madras Global—a global brand commerce agency. Terms of the deal were not disclosed.

This is technology M&A deal number 743 that ChannelE2E has covered so far in 2021.

Deloitte Digital Acquires Brand Agency Madras Global

The deal bolsters Deloitte Digital’s capabilities in content production, marketing automation, extended reality and media ad production, according to the company.

Following the deal, Deloitte’s clients will have access to Madras Global’s content production expertise and its proprietary technology platform, which offers life cycle management, measurement, and optimization benefits, the company said. Madras Global's capabilities have been relaunched as the Deloitte Digital Content Studio and fully integrated in Deloitte Digital's advertising, marketing, and commerce offering. Deloitte says the Content Studio complements its existing creative-led services.

Founded in 2017 and headquartered in New York City, Madras Global is led by Gopal Krishnan, founder and executive chairman and Todd Brownrout, founder and chief executive officer. Brownrout will continue with Deloitte Digital as a managing director, Deloitte announced.

Deloitte Digital Acquires Madras Global: Personalized Content At Scale

Sam Roddick, global head of Deloitte Digital
Sam Roddick, global head of Deloitte Digital
Todd Brownrout, CEO, Madras Global

Sam Roddick, global head of Deloitte Digital, commented:

"Deloitte Digital is focused on bringing together creativity, strategy, technology and data — into everything we do. As consumers are faced with what seems like a tsunami of content, companies are challenged to find ways to compete in a noisy digital world. With the acquisition of Madras Global, we're offering clients a new way to differentiate — through personalized content at scale and experiences that help them to truly stand out from the crowd and generate measurable results."

Scott Mager, Deloitte Digital, advertising, marketing and commerce leader and principal, Deloitte Consulting LLP, said:

"Our clients are seeking creative, data and marketing capabilities that provide customers with personalized and contextually relevant content for every step of the customer journey. We're excited to have Madras Global join Deloitte Digital and to introduce our clients to their team, services and platform that enables this complex need."

Todd Brownrout, founder and CEO, Madras Global, said:

"Fifteen years ago, we started Madras with a vision to disrupt the long-tail of content production by building a creative agency, driven by technology. Today we deliver more than 4 million pieces of content annually to clients around the globe by combining people, process and our proprietary creative life cycle management technology. As part of Deloitte Digital, we have an opportunity to take this offering to even greater heights, innovate on our technology platform to deliver differentiated experiences and to help businesses meet the ever-increasing demand for content in a far more personalized, efficient manner."