23 Nov 2017
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DDB buys digital marketing firm 22feet

MUMBAI: DDB Group Asia Pacific and Omnicom Group have acquired 22feet to fortify their presence in the digital marketing solutions space.

One of the most dynamic digital marketing firms in India, 22feet will merge with Tribal Worldwide India creating a new entity known as 22feet Tribal Worldwide, which will be part of the DDB Mudra Group.

Founded in 2009 by Gupta, Jacob, Nair and Vinod Moolacherry, 22feet is headquartered in Bangalore with operations also in Mumbai and Delhi.

22feet Tribal Worldwide will be spearheaded by MD Vineet Gupta, Joint MD Brijesh Jacob, and COO Deepak Nair. All three will report directly to DDB Mudra Group group CEO, MD Madhukar Kamath. They will also work closely with DDB Asia Pacific president, chief digital officer and Tribal Worldwide president, Asia Pacific Patrick Rona and the rest of the Tribal World Wide network across 42 countries to deliver relevant international learning to the local market.

DDB Group Asia Pacific, India and Japan chairman, CEO John Zeigler said, “We see this as a strategic move to continue evolving our capabilities in the fast-moving Indian market. DDB Group has accelerated its capabilities to offer clients the best-in-class local digital expertise at 22feet, coupled with best-in-class global knowledge of the Tribal Worldwide network. I believe this is a game-changing event for DDB Mudra Group in India.”

22feet works with brands such as Café Coffee Day, Fastrack, Lenovo, Heineken, Kingfisher, Red Bull and Axe. 22feet Tribal Worldwide will offer its clients end-to-end digital and mobile branding and marketing solutions including strategy and consulting, web designing, web development, media planning, search engine marketing, social media marketing, mobile marketing solutions, mobile application development, mobile couponing and mobile UI.

Kamath said, “With digital at the heart of DDB Mudra Group’s agenda, we are extremely happy about joining forces with 22feet. I have tremendous respect for Vineet, Brijesh and Deepak, who are focused and determined in what they do. This energy flows into the organisation’s talent pool and their work. Under their leadership, in just five years 22feet has grown leaps and bounds. With this energy and Tribal Worldwide’s global reputation and reach, I’m excited to see what this magic of mergers can create.”

Vineet Gupta said, “We are extremely excited to be part of the DDB Group family. At 22feet, we share DDB’s passion for innovation and technology and look forward to delivering best-in-class digital solutions to our clients across markets, as 22feet Tribal Worldwide.”

Jacob said, “The agencies I have often been in awe of are generally not part of the networks I admire. In this case both the agency and the network get double thumbs up from me. Tribal, purely as a name along with its body of work, over the years and across the globe, is truly inspirational. The mix of technology and creativity which they practise is in line with the thinking we have at 22feet and therefore I think exciting times are in store in terms of the work, the learning and the exposure.”

Nair said, “22feet with its immense talent pool and client base is today at an inflection point and strategically very well positioned to leverage the shift towards digital. We are extremely happy with this opportunity to operate on a global canvas, and we look forward to very exciting times ahead, as 22feet Tribal Worldwide.”