Deloitte Digital has announced the acquisition of global content creation studio Madras – a 900-strong digital creative team based in Mumbai that will service Deloitte Digital clients in Australia and New Zealand.
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.
The news comes following the recent launch of Deloitte Digital Creative in the New Zealand market, along with the hiring of Colenso BBDO duo Dan Wright and Ahmad Salim. Through the addition of the Madras business, Deloitte Digital now has four creative studios in Melbourne, Sydney, Auckland, and Mumbai.
Deloitte Digital clients will be able to tap into Madras Global’s experience in content production to support their campaigns, websites, mobile apps, social media, and brand stories.
“They will gain the ability to provide customers with impactful content that is rapidly produced, informed by data, optimized by channel, and delivered at scale,” said a release adding that “Clients will also have access to Madras Global’s proprietary technology platform that offers content life cycle management, measurement, and optimization benefits.”
Together with Deloitte Digital’s previous AI acquisitions — Magnetic and Web Decisions — and its proprietary experience management platform Hux, clients will be able to engage further with their unique and diverse audiences at the right time, across channels and with personalized content.
“Deloitte Digital is focused on bringing together creativity, strategy, technology and data — into everything we do,” said Sam Roddick, global head of Deloitte Digital. “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.”
“The Madras offering is the perfect fit for the Deloitte Digital business in Australia,” said Esan Tabrizi, lead partner in Australia, Deloitte Digital. “Alongside the first-class creative talent that we’ve infused into our strategy, design and tech projects, we can now offer clients a cost-effective way to manage their high-volume creative requirements.
“Our approach to building capability within, or on behalf of, clients is a key differentiator for our business. And when we combine the Madras offering, our multi-award-winning creative offering, our mar-tech business and our data and artificial intelligence capabilities, our clients will be able to access end-to-end creative and marketing services in a way that is unrivalled by traditional agency networks.”
Adrian Mills, creative partner, Deloitte Digital added: “This acquisition is big news for APAC clients. It brings incredible craft, talent and scale to marketers with high volume needs. But Madras is also an exciting technology company that boasts some category-leading content creation and asset management products.”