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DDB buys Indian digital agency 22feet

(l-t-r) Deepak Nair, Vineet Gupta, Brijesh Jacob and Vinod Moolacherry

22feet co-founders: (l-t-r) Deepak Nair, Vineet Gupta, Brijesh Jacob and Vinod Moolacherry

DDB has acquired digital marketing firm 22feet in India.

The agency, which has clients including astrack, Lenovo, Heineken, Kingfisher, Red Bull and Axe, will be merged with DDB’s digital arm Tribal will sit within the DDB Mudra Group. It will be renamed 22feet Tribal Worldwide.

The agency’s three founders – MD Vineet Gupta, Brijesh Jacob, joint-MD, and Deepak Nair, COO – will report to Madhukar Kamath, group CEO and MD of DDB Mudra Group.

John Zeigler, chairman and CEO, DDB Group Asia Pacific, India and Japan, 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.”

Brijesh Jacob, joint MD of 22feet Tribal Worldwide added: “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 practice 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,” he said.

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