GroupM to acquire Indian creative agency The Glitch

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 Glitch was founded in 2009 and employs around 200 people in Mumbai and Delhi. The Glitch’s full-service capabilities include digital, video and content strategy, interactive design technology, ecommerce, branding and media planning. Clients include Unilever, Netflix, OYO Rooms, Shutterstock, Tinder and others in the entertainment, beauty and FMCG sectors.

“The communications ecosystem in India has evolved dramatically in the last few years and GroupM continues to lead the market in creating cutting-edge solutions that leverage data, technology, and creativity. With The Glitch, we found a partner that brings exciting creative and content skills that can leverage our unique assets to create effective solutions for our clients,” said CVL Srinivas, Country Manager for WPP India and CEO of GroupM South Asia.

The Glitch’s co-founder and creative chief Rohit Raj and co-founder and content chief Varun Duggirala will join the GroupM leadership team.

“We have found the perfect partner in GroupM who compliments our skills and shares a similar vision on the future of advertising. We will be able to use their strong expertise in data and analytics to help craft more insightful and effective campaigns for brands and help close the loop with a superior understanding of content and creative strategy to serve today’s economy,” said Raj.

This acquisition will continue GroupM’s growth strategy in India, one of the world’s most dynamic emerging economies, and offer clients access to a wide portfolio of digital marketing services and holistic content solutions.