Following the acquisition, Interactive Avenues will become an important strategic part of IPG Mediabrands’ Mediabrands Audience Platform (MAP), the constellation of data driven digital services and technologies that focus on search, display, mobile, social, video, applications and e-commerce. MAP improves insights and results for clients by helping agencies find, buy and engage their most valuable audiences in real time.
Interactive Avenues co-founder Amar Deep Singh will become MAP India CEO.
Commenting on the acquisition, IPG Mediabrands global CEO Matt Seiler said, “India is a key market for IPG Mediabrands and for IPG as a whole. This acquisitions affirms our commitment to making investments in high growth disciplines and geographies. We believe India is one of the fastest growing and most important global markets. IA has a fantastic track record in India and great future as a part of IPG Mediabrands.”
IPG stated that Interactive Avenues will enhance the integrated digital services offered by MAP in India developing its full services offering with creative, production and digital content capabilities. Interactive Avenues will help develop a deeper and more integrated relationship with IPG Mediabrands clients in India and abroad.
Interactive Avenues will sit alongside established IPG Mediabrands agency Reprise Media in the new MAP structure. According to IPG, the acquisition and integration into MAP India will have no impact on the day to day running of the agency, which will remain as it is now. Interactive Avenues will continue to operate as an independent brand within the MAP structure.
Interactive Avenues was founded in 2006 and has one of the top three clients in almost every category including Consumer Electronics, FMCG, Technology, Telecom, Banking, Insurance, Travel, eBusiness and Education.